PAYDAY has great flavor but zero personality.
So we turned the most iconic part of the bar—its nuts—into actual characters.
Loud, weird, chaotic. Just like the brand should feel.
From Plain to Playful
*Current packaging – Not very fun. Not very nutty.
Let’s fix that.
Cleaned up the logo for a younger, more energetic look.
OOH posters featuring our nuttiest mascots, spreading the chaos
What We Wanted to Say
It’s okay to be a little extra.
Snacking should be fun, colorful, and unapologetically quirky.
This rebrand celebrates the joy of not taking things too seriously.
The Big Idea – Everyone Is Nuts
PAYDAY has great flavor but zero personality.
So we turned the most iconic part of the bar—its nuts—into actual characters.
Loud, weird, chaotic. Just like the brand should feel.
A playful grocery discount card for extra “go nuts” moments
Note: Conceptual student work created for educational purposes only. Not affiliated with the brand.
CREDITS
Art Direction: Eryca Chen, Mark Lee
Design: Eryca Chen