Drive me Nuts

It all started from an association between two friends, Louis and Julien, both competitors, looking for changes in their life.

As an athlete, Louis started making his own peanut butter in his kitchen when turning vegetarian on his quest to replace animal protein from his food. He discovered that peanut butter was the perfect fuel for his body, helping him recover between grueling training sessions.

Shopping in traditional retailers, he quickly encountered a problem. He could not find peanut butter that could match his needs.  All the spreads in supermarkets were filled with added refined sugar and ingredients you can't even pronounce, let alone try to understand them.  The only natural options were pretty blend and were lacking an identity and a strong message.

To solve this problem, Louis decided then to make his own peanut butter and fuel its challenges by replacing animal protein from his diet while having a bit of fun in the process.