GUD FUD

Brand

Gud Fud is a convenience food brand based on seafood products. We developed their visual identity, brand values, marketing strategy, packaging and web design. Their major strength is an innovative packaging technology that includes an exclusive valve which allows to cook, pasteurize and package at the same time, preserving the ingredient’s natural vitamins and each recipe’s original flavour. So we built their brand around futuristic visual references with a techie but organic touch.  Minimalism, clarity and purity are they keys.

Colors

We defined five tones strongly related to the sea: dark blue #122030 (the deep waters), cyan #B7DDE2 (the infinite sky), orange #E8690F (the rust and the buoys), golden #D9B476 (the tools or the badges) and white #FFFBF4 (as the sea foam).

Playing with the color’s equilibrium we can go from clean and futuristic designs to brave and authentic seamen imagery, so we can give the brand either innovative or intrepid look depending on what corporate communication needs.

Typeface

The logo was designed with an Alverata Light with some modifications (so the Us may look as hooks) and a Cera Light was choose for the tagline. The Cera family is also used as secondary types, not also black and bold but condensed types as well.

The hooky U is sometimes used as brand’s icon.

Packaging

The shape of the packaging was determined by the bowl. At the time we saw its oval shape we knew that the references of the canned boxes would be a basic inspiration. Without a product photo and no window to see, the descriptor (the type of fish) becomes the central object of the composition.

Large, heavy and geometric (Cera Pro Black). The rest of the elements are ordered according to the importance we give them in a very well orchestrated hierarchy. Nearer or farther depending on what you want to see. The number of references has always been a mystery, 5, 10, 20… There will be as many types of fish as the customer decides to manufacture, as well as the recipes. Here we play the moderate color card. We avoid the large masses of unnecessary ink and we cling to 3 colors: The color of the frame indicates the type of fish, the secondary color shows the recipe with which it is cooked. We use black for fixed elements. Easy to understand and easy to produce.

The result is a clear, orderly layout, of classical inspiration but of a new product.

Curator’s Insight

First of all, I love the name Gud Fud. It’s catchy, fun and easy to remember. It also suggests that the product is tasty and satisfying, which is important for a convenience food brand. I feel that this is a packaging design that stands out from the crowd, communicates effectively and appeals to different audiences. It shows that Gud Fud is a brand that offers quality, innovation and convenience in a simple but attractive way.