Good Food Partners Rebrand
Good Food Partners (GFP), part of The Arnott’s Group, is one of Australia’s leading producers of breakfast cereals, muesli, and nutritional snacks, including bars, popcorn, and extrusions.
OPPORTUNITY
GFP wanted to captivate and engage their audience by clearly conveying the brand’s unique selling points, such as sustainability, quality, and community involvement. The solution required captivating storytelling, emphasising sustainability, quality, and community, and conveying the brand’s unique selling points through narrative, recipes, and nutritional information.
APPROACH
We revitalised the Good Food Partners brand with a warm, natural colour palette inspired by wholesome ingredients, complemented by functional geometric typography.
The core brand elements include the pillar icons, which express the brand’s key values, and Gmoji icons, which humanise internal communication by representing different divisions. These elements collectively reinforce a modern, approachable identity while offering internal and external messaging flexibility.
Following the brand refresh, a comprehensive range of brand touchpoints were created, including a style guide design and development of a brand-new website, external signage, corporate collateral, and presentation templates.
OUTCOME
The Good Food Partners brand refresh has strengthened its identity, emphasising quality while enhancing internal and external communication through cohesive, modern design.