Media and time

in strategy, visual, product | 27.07.2017

Coordinate

Jakarta

Submission

F&B Retail

THE GOOD STUFF

BACKGROUND

The Good Stuff (TGS) is a lifestyle healthy brand that serves various selections of smoothie, salad and juice. Presented in a fun, fresh and cool image, it's where all the good stuff are stored.

For the past few years, smoothie bowls have become “the new healthy" as seen in the media. Healthy lifestyle covers a broad spectrum, in this case The Good Stuff is expected to serve more than just ordinary healthy food but to become an authentic local brand.

THE GOOD STUFF

WHAT WE DO

Make Superfood Great Again!

This was TGS' journey to become an authentic Indonesian healthy lifestyle brand with all the good stuff. Seeing the competition among healthy salad-smoothies franchises has grown fiercer, TGS needed a WOW factor to stand above the rest. Thus, we created a DNA for the brand that is “Fun - Fresh – Cool”. Our primary focus is to assure that the DNA is reflected in the design, product and in the service as well.

Besides coming up with TGS DNA, we conducted a series of complete analysis, such as competitor & trend analysis, healthy lifestyle analysis, customer profiling and mapped a costumer journey.

Make Superfood Great Again!
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TGS01-[R]
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RESULTS

The 'GOOD' Gene Discovery

The “fun-fresh-cool” signature style is applied in all packaging designs, marketing tools, collateral and everything else including the outlet interior design. In terms of creative product naming, we ensured that every menu perfectly represents TGS.


Working alongside top-notch nutritionists, we managed to develop menu varieties that not only labeled as ‘healthy’ or ‘green’. But instead, we set specific health benefits that are relevant to the customers.

The 'GOOD' Gene Discovery

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