GoMacro encompasses clear values of a living food that is vegan, organic, non-GMO and from sustainable sources. Pearlfisher was tasked with devising a new visual and verbal language to simply and clearly convey this philosophy with character and strong messaging, but to also balance the offer of providing the best in personal health with a focus on pleasurable taste.
Hamish Campbell, creative director at Pearlfisher, said: “We set out to create a ‘challenger’ brand that challenges the existing codes of the category and that champions the virtues of the macrobiotic diet as a naturally rich and vibrant way of life, full of choice and diversity.
In addition to the core identity and packaging redesign, Pearlfisher has created a range of retail and marketing collateral, including the design of tray outers, T-shirts and a set of coasters made out of seeds (that can be planted in their entirety).
Amelia Kirchoff, founder of GoMacro, said: “Working with Pearlfisher has been a phenomenal experience for us. Their integration of our core values of good health and environmental responsibility into an overall branding effort really speaks to who we are.”
The redesign encompasses the GoMacro core lines, mini flavours and variety packs. The 100-calorie variety packs will launch on 8 March at the Natural Products Expo West in Anaheim and all redesigned lines will be distributed to major retailers across the US.
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