Goodman Fielder
Client Goodman Fielder
Category
  • Packaging
Scope of Work Branding / Packaging

Made with Love

The Edison Agency was commissioned to create a visual identity solution that took the best bits of the past and created something dynamic, relevant and new. The Mighty Soft Brand Book was designed in both digital and hard cover formats in celebration of the new brand identity language and packaging. The storybook format was inspired by the wholesome virtues of the brand. The Edison Agency saw an opportunity to create a sensory example of the brand through the book – a guide to inform and inspire all future brand communication decisions.

Part of a broader packaging portfolio program, the newly developed ‘Made with Love’ graphic signature was created as an expression of Mighty Soft’s historic love heart symbol, identified by the creative team as a genuine opportunity to inspire a more emotive and hand crafted visual language.

The Mighty Soft brand is a much-loved Australian favourite but in recent years had been lacking engagement with consumers. Following the rejuvenation of the master brand and snacking range, The Edison Agency were commissioned to apply the new brand architecture system and aesthetic to the Raisin Toast and Cafe products. Its down-to-earth hand crafted aesthetic reflects the brand’s passion and expertise, with the new quality ribbon device giving each product the opportunity to express its individual benefits and story via more ‘human’ illustrations and copy.

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