The MadeGood BIO products are not only a real taste experience, but also full of nutrients. They are made from whole grains and have no allergens. Each bar hides the nutrients from six different vegetables (spinach, broccoli, carrots, tomatoes, beets, shiitake mushrooms). The brand promises that its ingredients meet the highest industry standards for non-GMO, organic, vegan and gluten-free products. This is the only way we can guarantee that the ingredients for our snacks are of the best quality.
Intuitive shopper navigation through outstanding brand properties
Consumers find it difficult to distinguish between the segments within the brand portfolio (bars vs. minis vs. crispy squares) as they are very similar in colour, product benefits and promotional messages. Our goal was to navigate consumers along the different flavours and segments to ensure as much variety as possible in their basket.
Linking old and new
By linking our current claims and certifications with a newly defined brand purpose, the segment of the target group and the overriding purpose in the competitive landscape should be expanded. Our goal was to develop a key visual that not only maximises the shelf impact and appetite stimulation, but also enables differentiation between the segments. The aim was to make shopper navigation more intuitive and to tell the Made Good brand story on the back of the packaging.
Design at eye level
The simplified colours and large brand mark that the brand is known for have been used strategically. The simplified design structure supports taste, enhances enjoyment and places the food proudly at eye level. The composition of real products and the illustrations on the back of the packaging bring the brand story to life and create an emotional connection with our customers.