Goodi Dried Fruit Pouches


Creative Agency: Redfire
Project Type: Produced, Commercial Work
Client: Goodi
Location: Auckland, New Zealand
Packaging Contents: Dried fruit
Packaging Materials: Plastic pouch

Yep, this NEW Challenger Brand is looking to break the market!

Our task was to develop the Brand, Brandmark, Brandstory, and clean, modern packaging for a range of dried fruit and healthy snacks. We targeted an audience who are keen for Healthy, fat free products with a minimum of fuss in their preparation – pure, unadulterated ingredients with no artificial colourings and flavourings. With an increasing consumer focus on healthy snack options providing functional benefits, Goodi is aimed at meeting these demands for healthy snacks that promote healthy eating and fuel a healthy lifestyle – ‘Enjoy some Goodiness in your day’

Our primary task was to challenge existing Dried fruit product packaging – moving away from the garishly coloured packaging of competitor brands and visually highlight the simplicity of the ingredients within Goodi products – choosing to hero bold, clean, fresh, natural fruit imagery, coupled with clean and simple typography. This bold, clean approach to the pouch designs would help them pop on shelf, and subliminally highlight the simple, clean ingredients contained within each pack.

We built cohesiveness of the brand through story telling on back of pack – using brand language that spoke to a predominantly female audience. The tone – informal and friendly – highlighted the nutritional benefits of the simple ingredients contained in each pack.