Good Food has been delivering products internationally for 25 years. With an expanded product line, they've also gotten a refreshed look courtesy of Polish agency Minima. The company collaborates with many chain stores all around the world within the Private Labels framework. The new communication strategy focuses on the business nature of Good Food Products as well as on the popular Good Food rice and corn cakes.
These two aspects have been integrated in the already mentioned “Good company” headline, which is also included in the brand’s Key Visual. There's a double meaning there-- get it? Good Company as in Good Food, the company, is good, but the food is also good company.
The focus is centered around Good Food's popular rice cakes and corn cakes. So when they started designing the new brand identity, Minima opted for showing the clients that the rice cakes can be used to prepare delicious, nourishing meals. All you need is a “Good company” – the rice cakes with some fancy topping that you can crunch together with your family and friends. All the products on offer, along with many recipes and ideas for everyday meals that can be prepared with the use of the rice cakes, are available on the company’s new website.
Brand: Good Food Products™
Agency: Minima Advertising People
Photographer: Tomasz Olszewski
Creative Director: Krzysztof Fabianowski
Copywriter: Agata Tomaszewska, Paweł Dobrowolski
Art Director: Dorota Wątkowska
Business Director: Anna Szymczak
Stylist: Artur Bugno