NOON
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noon
NOON was born out of a simple question: Why is the most important meal of the day also the most skipped?
As people get busier and sit-down breakfasts become a thing of the past, they increasingly reach for convenient, nutritious foods — at all hours of the day, not just mornings. But the breakfast category hasn’t kept up: it’s still marketing sit-down morning meals. So we created NOON: Breakfast for whenever, wherever and whyever. And we started to dismantle the category conventions one by one.
Under our studio ST. JULES, Matt Knapp and I built the NOON brand in collaboration with Cade Fleming and Tamir Triguboff. Matt and I developed the strategy, positioning, name, brand identity, packaging and go to market campaign.
RETAIL READY DESIGN
Many startup CPG brands create beautiful minimalist branding and launch into DTC. Then they have to completely rethink their packaging when they go into retail. Our design system was developed specifically to cut through in retail: NOON needed to be clearly visible from 6ft away, and the flavors needed to be easily visible from 1ft away.
Our simple grid system prioritized color blocking, stacked our logo and could scale into any packaging format. By using our logo as a pattern, we can repeat it as many times as we like.
Our ingredients “float” on front of pack, using a mix of photography and 3D rendering to create a hyperreal style that maximizes appetite appeal. This style gives depth and modernity to our otherwise 2D, almost retro design system.
Combined, these elements create a packaging system that delivers on best practice, without falling victim to category convention.
THE WEAPON OF VOICE
When you’re launching a challenger brand against a 25yr incumbent, you can’t be afraid to speak your mind. We developed a fearless brand voice that always said it straight — because our audience knows when they’re being sold to. We also created a bizarre mascot named Mascot, who we occasionally wished would speak his mind less.
Launch Film [01:33]
DOOMSCROLLING NOONSCROLLING
We had a lot of fun on *the socials*. Within 3 months of launch, NOON built incredible organic growth: 30K+ followers, 2M+ views and 10M+ impressions. We did it by forming a partnership with the Norris Nuts, a creator family with a deeply passionate fanbase. By the time we switched on paid ads, we realized we didn’t need ads, and switched them off again — but not before seeing our creative outperform benchmarks by 4x.
Of course, all the social media hype in the world doesn’t guarantee IRL sales. Working with the Norris Nuts, we encouraged fans to check their local Woolworths store in launch week to find NOON on shelf, post it and tag us. That discovery moment led to purchase, which led to reviews. Fans generated hundreds of pieces of content, and tens of thousands of purchases, to be a part of the conversation.
The result? NOON sold out Australia wide. We proved product market fit in 5 days. And now we’re setting our sights on launching into our next market.
Co-Founders: Cade Fleming, Tamir Triguboff
Founding Head of Brand: Matt Knapp
Founding Head of Creative: John Downing
Head of Marketing: Maddie King
Content Director: Josh Kessel
Chief of Staff: CJ Jansen
Operations Lead: Sascha Everyingham
Brand Designers: Thiago Couceiro and Micael Andrade