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Goodlife, Springetts Brand Design Consultants | International Design Awards Winners
Goodlife, Springetts Brand Design Consultants | International Design Awards Winners
Goodlife, Springetts Brand Design Consultants | International Design Awards Winners
Goodlife, Springetts Brand Design Consultants | International Design Awards Winners

Goodlife

CompanySpringetts Brand Design Consultants
Lead DesignersSue Bicknell
ClientEmily Wallis
Prize(s)Honorable Mention
Entry Description

Brief:
Fundamentally our job was to transform the brand from
producers of vegetarian meals with a
niche appeal into a brand that resonated with a wider
audience due to its fabulously tasty
vegetarian food, whilst not stretching the portfolio too
far and risk diluting brand
distinction.

Solution:
The design idea seeks to make ‘veg the hero’, creating a
stacked visual architecture
showcasing all the ingredients that go into the delicious
products. The vegetable
ingredients cascade down from the Goodlife logo, which,
with creative love and care, turn
into ‘vegelicious’ products. The naïve execution of the
ingredients and hand-drawn type
adds an air of natural integrity and honesty to the
product. The stacked robust slab-serif
typeface enhances the feeling of sustenance. The colour
palette was chosen to accentuate
the foodiness of the products and the rich earthy tones
add a rustic charm that harks back
to simpler times when things were naturally tasty and
trigger semiotic cues of abundance
and hearty generosity.

Results:
In the product testing research, the packaging scored a
massive 8.3 out of 10 in top box
appeal. Norms are in the 6.0-6.5 range! The
unconventional vertical pack format stands out
at point of sale. It was a real achievement to get the
retailers to adopt this format and
so successful do they think it is, they have required it of
other brands in the freezer.