There isn’t much we haven’t done for GoodLife since they became our client back in 2018.
From brand and packaging to social and PR, we’ve been there every step of the way for the brand. So, when they came to us in 2020 with a request for a brand refresh, we knew exactly where to start.
GoodLife’s products were all about championing vegetables rather than mimicking meats. Their consumers were making conscious decisions based on their own health, without compromising on taste.
With this point of difference in mind, we started to hone in on the brand positioning and personality, holding a workshop to create a new proposition, vision and mission. With the brand attributes and benefits obtained from the workshop, alongside our new target audience, our account managers and copywriters began to craft brand guidelines, values and tone of voice.
We then created a list of seven commandments that acted as a set of regulations for any product released by the brand going forward. For example, ‘no red in the traffic light system’ and ‘no artificial nasties’.
We knew the brand values and tone of voice had to align with this, so we incorporated attributes such as ‘honest’, ‘nurturing’ and ‘positive’, to really resonate with the intended consumer.
This then fed down into everything we produced for the brand going forward, including packaging, campaigns, social and press releases.