The Goodlife Recipe has a devoted following of consumers concerned with providing wholesome food for their cats that doesn’t compromise on taste or pure ingredients for affordability. It was recognised that packaging was the key marketing tool to build awareness of the brand and appeal to new consumers.
Simplicity was key to the transformative new design. First, the name was trimmed from The Goodlife Recipe to the distinctive Goodlife. The new look conveys taste appeal and quality with photography of delicious ingredients on a wooden chopping board. A tiger-striped cat licking its lips in anticipation adds warmth and character, making the pack more approachable, while icons clearly communicate Goodlife’s benefits.
Goodlife is now primed to re-enter the category in a premium position with a design that truly reflects the genuine wholesomeness of its brand essence.