Good Eat’n, 2022
Good Eat’n is a flavor-forward, plant-based snack brand co-created with Chris Paul and exclusive to Gopuff, designed and built by Utendahl Creative. Harnessing the power of late 90s nostalgia and inspired by pulp magazines and absurd commercials of the early aughts, the branding is playfully irreverent and iconic by design. Through this unexpected approach to a “surprisingly plant-based” product, Good Eat’n resonated with Gopuff shoppers, selling out in all 7 SKUs in just one week.
Good Eat’n is a flavor-forward, plant-based snack brand co-created with Chris Paul and exclusive to Gopuff, designed and built by Utendahl Creative. Harnessing the power of late 90s nostalgia and inspired by pulp magazines and absurd commercials of the early aughts, the branding is playfully irreverent and iconic by design. Through this unexpected approach to a “surprisingly plant-based” product, Good Eat’n resonated with Gopuff shoppers, selling out in all 7 SKUs in just one week.
Scope
Naming, Brand Strategy, Visual Identity, Packaging Design, Merch Design, Web Design, Art Direction, Social Media Campaign & Templates, Marketing Assets
Naming, Brand Strategy, Visual Identity, Packaging Design, Merch Design, Web Design, Art Direction, Social Media Campaign & Templates, Marketing Assets
Credits
Creative Director: Tori Baisden
Design Director: Zoe Schoeller-Burke
Designers: Gillian Fink, Olivia Stauber
Lead Strategist: Madison Utendahl
Copywriter: Sesali Bowen
Agency: Utendahl Creative
Creative Director: Tori Baisden
Design Director: Zoe Schoeller-Burke
Designers: Gillian Fink, Olivia Stauber
Lead Strategist: Madison Utendahl
Copywriter: Sesali Bowen
Agency: Utendahl Creative
Good Eat’n’s tongue-out smiley and chubby, sticker-like logo pay homage to a design era that didn’t take itself too seriously. Alongside a maximalist brand world and character-driven art direction, these elements work together to represent the taste-obsessed, playful personality of the brand – all while grabbing attention and whetting appetites in-store and online.
Interactive teen magazines of the 90s and early-aughts served as visual and conceptual reference for social media campaigns designed to engage our current teen audience: Gen Z. With quizzes to help you pick a Puff flavor or community dares to help foster a shared snacking experience, our goal was to rally young people behind a “surprisingly plant-based” product.
