The stitched branding look for Mimi's Nuts was used to "emphasize the handmade qualities of the product," according to Lovely Package. However, intentionally or not, the design also took on another look: that of a pixelated computer screen.
Instead of appearing gaudy or sloppy, the design conveys an aged aesthetic, just like computer graphics of days gone past. From a consumers perspective, the branding gives more authority to Mimi's Nuts, demonstrating that the product is a more reliable choice than other pecans which have a more modern branding design.
To show the separate flavors, designer Drew Watts created a simplistic stitched branding symbol on the front of each jar, along with the flavor name. These include espresso, cajun and even maple.