Clusters Rebrand

Our latest work on Nomadic Clusters marks a strategic shift from a branded house to an endorsed brand architecture. Launched in January 2026, the new Clusters range introduced a distinct sub-brand name alongside a full suite of redesigned packaging.

The project spanned a new value proposition, sub-brand naming, packaging design, retail sell-in, and integrated digital and print communications.

But rather than simply announcing a name change, we turned it into a story.

After 27 years on the market, we uncovered an unexpected insight: consumers weren’t using the product’s actual name. Instead, they’d invented their own - from “Tippy Up Yogurts” to “Tipper Dippers” to “Yummy Oaty Things.”

Entertaining as this was, it revealed a critical issue. If shoppers can’t easily recall or ask for your product, you lose mental availability at the point of purchase.

The solution was simple: a shorter, clearer, more memorable name.

Clusters.

To launch it, we leaned into the behaviour itself - crowdsourcing real consumer language and bringing it to life across channels with humour and a tongue-in-cheek tone.

Because if it’s a convenient food, it should have a convenient name too.

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