Brand strategy & identity & Packaging design
Strive for better.
Dieters. Grandmothers. Occasionally, weight lifters. Seen as boring and functional, cottage cheese had a limited fan base. With the brand not fully projecting their sky-high quality and deep passion—on shelf, it was even mistaken for yogurt—Good Culture was intent on changing the way people think about cottage cheese.
Grab life by the curds.
We crafted Good Culture’s brand personality to be open, witty and intentional, a mix of head and heart. Identity gives a wink and flips perspective, as seen in the smile in the wordmark.
Photography and eye-catching watercolor accents amplify taste appeal and convey living, kinetic energy. Fruit has more presence with a juicier look and bold color. “Good” jumps out on shelf, with protein content as differentiator. Lids feature playful messages that add to the feeling of delight and enjoyment.
Energy to thrive on.
Our work was to help the brand play a more meaningful role in people's lives, shifting beliefs from diet to desire, basic to discerning, fuel to lifestyle. First we had to key in on who we were trying to reach and how to connect.
Research led us to set our sights on motivated “healthy strivers” who want to make good food choices. They have options, but they’re not reflective of the vibrant life consumers seek. With vitality infused throughout the brand, Good Culture now appeals to active people searching for balance, good taste and honest food. No compromises.