Shortlisted for the Design In Sight competition
Brief: To choose a brand from a list and combine great research and visionary design to re-imagine it for the future.
Concept: To bring back the authenticity of Goodfella's and solve the problem they have found in that more and more families are not sitting down together at meal times anymore. Make it appealing for families to get everyone involved and to stand out in a category with lots of choice.
Solution: From research and talking to the Goodfella's insight manager I decided to inject some fun into the brand and designed a pizza kit that allows all the family to get involved. The kit would be available in both savoury and sweet and small ingredients tubs would be available to choose from to add to the pizzas. The range would include a small and large pizza base to choose from. From research desserts seem to be on the rise and more people are eating them as snacks as well as after dinner and the idea of a sweet pizza kit seemed to be an area to look into. From asking children about a pizza kit to choose their own ingredients the kit that seemed most popular was the sweet kit.
The back of the kits gives tips from Goodfella's about ingredients they can choose to make a variety of pizzas.
The individual ingredients pots would be available for both kits for the family to choose together, this way there would be something for everyone to enjoy. The designs would be on acetate and foiled white to allow focus on the fresh ingredients inside.
1. Convenient stores point of sale: The theme 'make it and bake it' would be featured across the brand and distinguish the two kits. Mke for the savoury kit and bake for the sweet kit
2. Bigger supermarket end of aise point of sale: These would be situated at the end of aisles to highlight the new Goodfella's range.
3. Pop up point of sale: This would be a pop up shop based around city centres to entice families when out shopping.
To enhance the Goodfella's brand a range of merchandise would be available to help in bringing families together again.
The swing tags hero the tagline 'make it and bake it' with make on one side and bake on the other. This could go across many other products.
