Creating cakes that rise
The driving ambition behind this project was to grow the number of Well & Good products available in major retailers, while breaking out of the health food aisle. Fluid’s aim was to connect with consumers wishing to eliminate gluten from their diet.
Well & Good is a dedicated family business with incredibly passionate staff and core company values that were expressed everywhere – except on the brand’s packaging. While our brief was to refresh the look of packaging, not the brand, we challenged our client to go beyond the design aesthetic to gain a better understanding of what makes their brand distinctive.
Exploring consumer thoughts
Seeking greater penetration into a mainstream consumer audience, we applied our agile strategic process to gain a deeper understanding of the target market. The first step was to evaluate consumer responses to the current brand and packaging. We learned that the Well & Good brand and packaging lacked any discernible difference to more wellknown, mainstream brands.