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Cameron McDiven

    Good Girls

Identity Development
Packaging Design
Production Management

Identity Development / Packaging Design / Production Management

The Need
After designing the first Good Girls packaging in 2002, Cameron was asked to provide the packaging for a fresh range of products in 2016. It had to appeal to consumer and retailer's need for a raw, natural product that still makes clear its premium positioning.

The Method
The natural aesthetic of the first brown paper box design was now applied to a plastic resealable bag. The cheeky tone of voice was extended into product descriptions such as 'a naughty nutty nibble' and other such word plays.

The Benefit
The range has quickly found a place on supermarket shelves and delivered greater-than-expected sales figures. The pack sits easily on shelf and presents all the brand attributes that will connect with shoppers seeking an indulgent breakfast without the guilt.