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Creative Agency: Dragon Rouge
Project Type: Produced, Commercial Work
Location: UK

Organix, Britain’s first organic baby food range, launched its Goodies brand in 2004 offering a growing-up range of fun, healthy snacks for toddlers and young children. The new brand reinforced Organix’s drive to make things better in children’s food, working with parents to demand a better food environment and supporting them to make good food choices.

Now celebrating its 10 year anniversary, Goodies’ colourful presence in the baby aisle needed a refresh to best complement the visual equity of the parent brand as well as aligning the wholesome food values and harmonising elements like the No Junk Promise.

As creators of the refreshed Organix packaging, Dragon Rouge was delighted to take on the challenge of re-invigorating the Goodies design, strengthening its character and emotional promise. The design was created to integrate with the Organix parent identity, support its real food values, whilst retaining Goodies’ unique brand personality and appeal; so we heroed the engaging Goodies gang, each in their own explorer zones, energising them as they interacted with bold graphic ingredients, natural food photography and fun foodie facts, all staying true to the charm of the little people originally conceived by illustrator, Caroline Jayne Church. The result a colourful and cohesive brand identity.

“Following the exciting work on the Organix range it was a privilege to have the opportunity to complement those designs with the Goodies pack refresh. We immersed ourselves through parents’ and children’s eyes, creating an inspiring world of bold colour, simple graphic shapes and enticing food facts to generate a range that could motivate mums and dads and engage their young kids in a fun, dynamic and uninhibited way. Organix has now created a strong shelf presence and the perfect springboard for growing Goodies for the future.” – Simon Neale, Creative Director at Dragon Rouge

The new Goodies range will start to appear in the major retailers from December 2014.