Percent Launches Identity Around 60% Formula

This hazelnut spread turned its percentage into the brand—and made honesty feel like indulgence.

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In a category where “hazelnut spread” often means palm oil with a hint of nuts, 60% is radical. Percent doesn’t just list the percentage of hazelnuts—it builds the entire brand around it. Not as a gimmick, but as a stand against fine print culture and food marketing that banks on consumer confusion.

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Most spreads wrap indulgence in wellness language or hide behind nostalgic cues. Percent does the opposite. It makes the literal percentage the logo. No filters. No fluff. Just the numbers, front and center.

That single move defines the whole system.

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A fire-red palette doesn’t just grab attention—it signals urgency, clarity, even defiance. The custom typeface is chunky, generous, and impossible to ignore. A die-cut droplet on the label reveals the actual product inside, turning the jar into a truth-telling object. Even the icons—“Sabor Real,” “Producto Peruano”—aren’t just decorations. They’re mini declarations of pride and origin.

And that pride travels.

From packaging to lifestyle content, Percent shows up in the wild: on waffles, in real kitchens, mid-bite. It’s not asking to be treated like a health product—it’s owning its place in pleasure. But with integrity.

No fake fiber counts. No “natural” claims that mean nothing. Just actual hazelnuts. At 60%.

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That clarity isn’t just refreshing—it’s strategic. It builds trust, but also preference. In a market full of hazelnut spreads trying to say more while showing less, Percent says less but means more.

This system doesn’t just support the product—it is the product. Every visual choice reinforces the belief that food should be good, and tell the truth about what it is. Percent proves that when brands stop talking around the product and start talking about it, people actually listen.

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