This project was developed in response to a live brand communication brief from Australasian food company Goodman Fielder, which challenged us to create a new bagged biscuit brand for the New Zealand market under the established Ernest Adams name. The aim was to compete with and take market share from Arnott’s Farmbake range.
In response, we designed Goofy Goods, a gluten-free cookie brand that takes a playful and creative approach to packaging and brand identity. The concept focused on capturing the texture, taste, and feeling of the cookies through bold, eye-catching visuals and tactile packaging design. This was explored through three unique cookie flavours, each with its own vibrant look while remaining consistent within the wider brand system. The project combined critical brand thinking with practical design application, resulting in a distinct and memorable brand experience that stands out on the shelf while appealing to a broad, modern audience.
Designed by tia betteridge and Kate Nicholas
