The idea stemmed from The Goods’ manifesto, which states “We believe in the power of food to heal us from the inside out. We believe in beautifully prepared artisanal food, handmade one whole ingredient at a time. We believe in making good food accessible and quick.” From here, the idea of illustrating The Goods’ transparency and their ‘clean’ ingredients with a simple and direct typographic/list and colour-based approach came about.

The concept celebrates the beautiful whole ingredients found in The Goods’ foods through colour and proportion. With ingredients listed and colour blocked according to their ratio, the design system speaks to The Goods’ innovative nature and their simple and authentic approach to food.

The wrap-around labels feature one colour palette per product with each colour referencing a primary ingredient. The height of the colour blocks reference the proportion of each ingredient. The master brand colour palette, used on their menu and collateral items, is pulled from the most prominent ingredient in each product.

The design system elevates the brand and offering immensely, establishing The Goods as a progressive leader in the health food world and an authority on nutrition and food consciousness. With a clear, simple and direct design system set apart from the competition, The Goods’ packages stand out on shelf and set a new precedent in the market. By appealing to the target demographic, they achieve the goal of making good food accessible and quick.