NUCH is a savory jam brand founded by Tina Dion and her father Amir Mehrpouy. The jams come in three distinct flavors: orange carrot with orange peel and rose water; yellow carrot with saffron and pistachio; and purple carrot with cardamom and almond.

Not only does the clear jar allow the vivid, natural color of the product to shine through, but the typography designed by Timothy Goodman, captures the delightful, squishy texture. Jam is a fun, lighthearted product, and this design system highlights the product’s nostalgic qualities opposite to the typically more polished jam packaging. The playful, approachable, and flavorful personality instantly shines through.