The overriding challenge was to launch a new brand in a saturated competitive environment that was appealing to a range of consumers while communicating high quality and a good for you offering. The brand needed to be disruptive with an all-family appeal.  Our opportunity was to develop a brand platform that was engaging, differentiated, and flexible to accommodate future product innovations. 

Based on our collaborative working sessions, we jointly crafted a brand positioning that set us apart from the competition. Our brand essence, Unapologetically Good, ladders up to a positioning that supported the offering: Just simple goodness made simply delicious. We then created a brand name that was somewhat irreverent yet easy to say and memorable: Simply The Goodz. The visual expression of the brand name is impactful, ownable, and unique. The intent of the overall design aesthetic was to keep it simple, allowing the product to be the hero and highlighting the natural simplicity of the offering. The colours are bright and engaging, easily noticed from far away and appealing to both young and old. 

The brand name and bright, engaging colours create shelf stand out with a simple, playful, and self-assured tone packed with as much personality as there is flavour in the product. Since the brand launched, it has gained wide distribution across Canada with national banners. The brand has witnessed strong repeat sales and is bringing new consumers to the category.