BRANDING THAT LED TO STANDOUT
SUCCESS. GOOD FAT GAINED 100'S OF STOCKISTS, 1000’S OF INSTAGRAM
FOLLOWERS AND A GREAT TASTE AWARD; TOPPED OFF BY ACQUISITION IN LESS THAN 2 YEARS.
When Good Fat Foods engaged us to develop a bold, brazen brand identity and packaging design for their innovative avocado oil mayonnaise, we knew only loud and proud would do.
Going shoulder-to-shoulder with FMCG giants Hellman’s and Heinz, Good Fat needed some serious shelf appeal! Through design and typographic exploration, a bold punk-inspired postmodern mayo brand took shape. Edgy brush fonts, rough background textures and vibrant colours injected attitude into the product labels, whilst playful puns were penned to add personality and approachability.
To present the packaging to Good Fat, we created 3D product renders to simulate the finished goods, later becoming the basis of Good Fat’s pre-launch marketing campaign before a single jar of mayonnaise had rolled off the production line.
Bold, brazen branding that led to standout success. Good Fat gained 100's of stockists, 1000’s of Instagram followers and a great taste award; topped off by acquisition in less than 2 years.
Identifying an 18-45 ‘foodie’ demographic we determined that Twitter and Facebook weren’t quite right to promote the brand. Instagram, however, with it’s younger audience and strong culture of food/fitness influencers was perfect. We created a pre-launch teaser marketing campaign with graphics, illustrations and short animations. Followed by product and lifestyle photography as soon as the finished products were available, leading to over 2500 Instagram followers in less than six months.
The result? Good Fat expanded their range, won a Great Taste Award, and picked up hundreds of UK stockists before being acquired by a leading supermarket food brand in 2020.