When Culiniste approached us, they were already running a successful meal-kit service in Quebec and Ontario, but they were ready to offer great food at an affordable price nationwide. Co-founders Jonathan Ferrari and Neil Cuggy recognized that their name and identity lacked visual refinement and didn't speak to their brand positioning. It was time for a change, and we sprung into action.
Naming, Art Direction, Branding & Identity, Visual Design, User Experience, Content Strategy, Copywriting
Changing a company’s name after a year in business was a daunting challenge. Through a process of trial and error, hundreds of lists, and quality time spent with our trusty thesaurus, we realized the best approach was to focus on what aspects of the business that were important to play up. We wanted a name that was simple, spoke to the company's mission and offered up a memorable portrayal of the brand. Enter Goodfood: a name so straightforward that we knew offered some compelling opportunities for ownership and brand awareness.
We wanted to create a bright identity to stand in contrast to such a simple name. In this regard, 'porch appeal' was key: it was important that the box be instantly recognizable on someone's front stoop. We also developed a series of bold patterns and iconography for packaging and assorted collateral – in this way, the box looks as though it has been covered in wrapping paper, and can mimic the excitement of receiving a gift in the mail week over week. As the company grows, we also kept in mind that assets needed to be easily templatized and work at scale. The result is a brand whose mission is to deliver quality ingredients at an affordable price is at the forefront.
– Jonathan Ferrari, Goodfood Co-Founder and CEO
As part of this mandate, we re-imagined Goodfood's website and customer journey. It was important for us to succinctly describe what the service is, showcase the beautiful dishes and ingredients through imagery and educate customers on their community involvement. Moreover, we overhauled the site's UX to guide users through the subscription process more efficiently; assisting them to make choices with regards to dietary preferences and frequency. Most importantly, this new site is in-tune with the physical touchpoints of the brand and echoes the excitement and ease that Goodfood brings to the cooking experience.