The Good Taste Co. – Packaging

Client: Heinz Wattie’s    Agency: Unified Brands, NZ    The background: The Good Taste Co. (GTC) was started in 1990 by NZ-based international chef, Jonathan Bisley.  Although a strong performer, the packaging lacked a compelling brand story or cohesive visual identity which had lead to a declining market share.    The insight: People love home made food but don’t have the time to make it from scratch, but when choosing a convenience option they still want tasty food that’s been made with the love and care they would have brought to it themselves.    The direction: To return the brand to its roots and create an identity with an ‘honest, homemade’ quality. The design dials up the food credentials of the product and delivers an experience that looks as good as it tastes. The Good Taste Co. is now the market leader in both soup and dip categories.