GoodyCo

DATE: 2022/01
BRIEF: Create the new corporate image for GoodyCo
LABELS: SA · BRANDING · FMCG

THE GOAL
To create a new corporate identity that would depict GoodyCo’s innovative brand purpose and present it as a House of Brands.

THE SOLUTION
The journey started with redefining the purpose of GoodyCo. From “empowering people to be amazing”, GoodyCo reflected its impact not only on mealtimes, but also on people’s lives. Hence defining its purpose as: “Nurturing the Passion for food, Heartfelt Connections.” The creation of GoodyCo’s identity reflects its culture of constantly evolving and innovating to deliver a true reflection of their passion for food. This passion is embedded and is clearly seen within their core pillars of purpose, people, products, and processes.
The truth is that this redesign draws on the best of the group’s existing graphic ecosystem, with a powerful green gradient and script letters in its logo, giving it more rhythm and cementing the flawlessness of this graphic piece.

At the same time, we created a simplified version of the logo, one which has been made especially for new digital formats and pulls our attention towards a G that is unequivocally depictive of what Goody represents, taken from GoodyCo but carefully distinguished using a gradient.In addition, the connection of the letters is also used in reference to the human values inherent to the company such as unity, innovation, and proximity. GoodyCo puts its people, the Goodyians, at the center of the project, as they continue their quest to build an internal culture of excellence, while also nurturing their passion for food and heartfelt connections.

FEATURES
Branding
Strategy
Design

PACKAGING DESIGN
Organic
Natural
Delicate