FIRST OF ITS KIND
Good Measure™ is an emerging General Mills™ brand hyper-focused on creating blood sugar-friendly and delicious foods for those seeking better-for-you options on shelves.
Good Measure Brand & Packaging Refresh
Role: Brand Design Lead
Good Measure Partners: Brittany Schou, Anh-Tram Pham, Hanna Estrem, Michelle Chester, Ellyn Minnick. Agency Partners: Stone Strategy & Design, Condit, Red Antler
GOALS:
Ensure Good Measure gets credit for their outfront and innovative blood sugar-friendly product offerings, building brand awareness and equity.
INSIGHTS:
The packaging developed during the development phase for this brand emphasized the “Blood Sugar-Friendly” message so much that consumers were confusing it for the name of the brand. Good Measure’s mark was small and hierarchically insignificant upon the “first moment of truth”, the first pass consumers make of the package on shelf. The vibrant blue however was a disruptor in a competitor set of black, white and dark colors.
SUCCESSES:
The Good Measure packaging refresh prepared the brand for a nationwide launch, with consumer insights and learnings leading the way toward a stronger shelf presence. The vibrant blue creates a strong brand block on shelf. The new macro-nutrient corridor, highlighted in yellow and punctuated with the Blood Sugar-Friendly seal, draws attention to the incredible, good-for-you nature of these products, and the fresh photography supports the cravability and deliciousness of these bars and crisps. We translated these shifts in packaging, slight tweak to the logo, and updates to the brand colors in a refreshed Brand Guide for our teams and agency partners.
I provided creative direction to packaging agency partners, produced newly branded digital & social media assets in consultation with product owners, art directed and shot product photography, and refreshed the Brand Guidelines.
Read more about the packaging and brand transformation
