Good Grain is brand of healthy cereals, marketed in the UK by specialist cereal manufacturer Brecks. Recently, the brand was given a new look by Robot Food.
The healthy cereal category suffers from a lack of consumer trust due to spurious health claims made by various manufacturers. The brand relaunch combats this and positions Good Grain as an honest challenger brand. This is reinforced through the launch of new products made that fit the new positioning. The new packaging dominated by vibrant colours and it tries to avoid category clichés.
From a press release:
Recently purchased by specialist cereal manufacturer Brecks, it was time to inject the Good Grain identity with more life and purpose. Brecks asked Robot Food to undertake a full brand reposition. The team embarked on a study of consumer trends, followed by a collaborative brand workshop to establish Good Grain’s positioning, mission and values. After this came new product development workshops to develop a pipeline of launches for the brand. The original SKU of puffed wheat is now joined by new ‘Multi Grains’ and a ‘Plus Cherry’ for launch, with more exciting products to follow.
Next came the design. Drawing from the new brand blueprint, Robot Food developed the strapline ‘Good Grain, Good You’, and created an identity with a challenger brand feel that radiates on front of pack against a vibrant colour palette. Being 100% natural wheat and nothing else, Good Grain makes an ideal basis for a personalised breakfast, so the creative team positioned the cereal as ‘just the start and the rest is up to you’.
Sumptuous serving suggestions are shown on front of pack, including fresh yoghurt, fruit and other delicious ingredients and ‘combs’, with a call-out linking to further ‘grainspiration’ on back of pack under the title ‘5 days, 5 ways’. Encouraging personalisation is just the start of what’s set to take of on Instagram and other social channels.
This is a brand that clearly targets the needs of millennial women. No fad dieting, promises of bikini-beautiful figures or photoshopped morning sunlight-bleached photography. Just clear visual signposting of a relevant brand with relevant products at a democratic price point.
Smashing category norms and swerving all the usual category clichés, the new-look Good Grain transforms the brand’s unpretentious simplicity into its biggest advantage: versatility and creativity. With three initial products in the range, Good Grain is now proud to be the healthy breakfast you can really have fun with. The new brand launched in most national supermarkets this month.