A corporate brand with a lot of heart... so we poured ours into it!

Working with a giant of the FMCG world in the Kingdom of Saudi Arabia was a true honor. GoodyCo. is the house of brands of leading FMCG brands like Goody, Cofique and Treva, which are an intrinsic part of the food culture of KSA. When we first met with GoodyCo. almost 2 years ago, we had quite a mission on our hands. The brand had recently undergone a rebrand, but the new rebrand was not easily executable across multiple touchpoints due to visual and design limitations. 

Though the rebrand held many elements that were pleasing to the eye and that responded to the brand’s positioning, its usage needed to be clearly articulated across every actual and potential touch point. The starting point was to do a brand audit, understand the way the brand needs to communicate both internally and externally, assess how the competition, local, regional and international, were operating. This would lay the groundwork for mapping out the visual direction the brand would take. 

And so, we rolled up our sleeves and started our journey with the GoodyCo. team.

Extensive research and strategic propositions were done before actually embarking on execution. It was not an easy feat to find the right balance between creating an energetic look and feel combined with a flexible yet corporate image. But with a lot of dedication, internal huddles and thorough discussions with the corporate brand team, we got there meticulously. 

The results:      

An uplifted identity

Taking into consideration its composition, emblem usage, spacing, tagline usage and finally an elaborate 86-page brand guideline that details: 

- The story, the purpose, the vision and everything related to the brand,
- The pillars, 

- The color palette including color psychology and usage across touch points, 

- The typography, including display, body weights and hierarchy

- Photography, including principles and treatment 

- Collaterals 

- Communications (internal & external)

- Uniform

- Company Profile 

- Product Catalogue 

- Website Guidelines & Social Media Guidelines 

The result of this strategic exercise was the creation of a corporate brand designed to scale across all internal and external touchpoints, providing flexibility for the corporate team and broader communication reach for the brand.