Brand Brokers came to us to develop a new product range. The three initial products were chocolate brownie, lemon slice, waffles and pancakes, and it has since grown into oils, salsa, and ezy eggs.
Part of the challenge was that the products sit within the health space, so they are keto, low sugar, low carb, and dairy free. We wanted them to look delicious and appealing, have epic shelf presence and look more enjoyable than a lot of what you typically see in that category.
What made this project interesting was where the idea came from. It wasn’t driven by the health category. It was about a feeling.
Sitting at your nana’s place, at a table with one of those plastic checkered tablecloths. Plates out, something warm in front of you. You just know it’s going to be good.
That sense of comfort, familiarity, and actually wanting to eat what’s in front of you because you know it’s been made with love.
That was the starting point.
We developed the name Honestly Good and built out the brand across the full product range.
The focus was on designing a brand and product range that jumps off shelf when sitting next to similar products within this category. Bold colours, fun fonts, and a layout that lets each product stand out while still feeling part of a wider system.
Each product is differentiated through its colour palette, while the typography and structure remain consistent. It gives the range a uniform presence and allows it to expand without needing to rethink the approach each time.
The product itself became a key part of the design. We organised a photoshoot, and it was a really great example of a village coming together to make something happen. In this case, Matakana Village.
Sophie at The Bach and Neighbourhood Recycle lent us the costuming, which played a big role in tying everything together. The shoot was art directed by Emma, with vintage accessories lent to us by local artist Jody Hope-Gibbons.
Jeremy baked each of the items and brought them into the studio. We styled and shot the baking in-house with Tayla, using flash photography to give the imagery an edge and a slightly vintage feel.
The final product is fun, authentic and a bit 'out the gate' but in a way that intrigues you to try it. You can see exactly what you’re getting, and it looks as good as it should.
