NoMU makes it to food competition finals
September 2007
NoMU, a stylish Cape Town company, has made it into the finals of the 15th annual Symrise/SA FOOD REVIEW New Product Competition, for its ‘beautifully presented, user-friendly and versatile version of a popular gourmet condiment’.
NoMU Stir, the company’s instant pesto offering available in Tomato & Herb and Tomato & Chilli, targets discerning consumers who are willing to pay for a premium product, and allows the consumer to make the desired quantity of pesto, simply by adding hot water and olive oil. Using best-quality ingredients, the product delivers hugely on taste, say the judges. ‘This is not often the case when emulating a wet product with dry ingredients.’
The graphics were printed by an overseas company directly onto the metal canister, chosen for its luxury appeal, so there was no label print-process. The packing and end-of-line processes are completed at the company’s own premises. ‘Of course, steel always helps to protect spices from light, especially very hygroscopic ones like these,’ says director Paul Raphaely.
‘The rationale behind the packaging is quite simple,’ says Raphaely. ‘We don’t add to the clutter of everything else that’s out there already. We aim not necessarily to innovate – as that’s incredibly difficult to achieve on an ongoing basis – but rather to aesthetically “break out” of the wallpaper of other products that take up consumer’s attention.’
Raphaely and fellow director Tracy Foulkes project many of their own design and packaging preferences onto their products. ‘NoMU is quite honest in that respect – you really just see a lot of Tracy and me when you look at one of our products, warts and all,’ says Raphaely.
The Stir packaging, like all NoMU products, was initially conceptualised by Foulkes, who, settles on the general pack to be decorated, and then briefs a designer to draw all the elements together. ‘In the case of Stir, the work was completed in creative partnership with Robyn MacMillan and Ingrid Blohm from Eleven Design Studio, and we are obviously thrilled with the end-result.’
NoMU: T +27 (0) 21 386 2000; info@nomu.co.za; www.nomu.co.za