Since 2009, CBA works for Goody. Saudi Goody, one of Saudi Arabia’s largest and most trusted FMCG companies that has an extensive portfolio of packaged food and drink product ranges. In an increasingly competitive and cluttered marketplace, where all food brands in Saudi Arabia were competing on offering consistent quality, Goody saw the need to reposition the Goody brand, and then to revamp its entire retail range.
CBA Memac was briefed to work on the full packaging range, to build on the newly evolved brand promise of “Delicious Amazement” to enhance the shopping experience and engage its consumer base with enhanced variant differentiation on shelf.
Inspired by Goody’s commitment to careful selection of highest quality ingredients, and the consistent standard of excellence in every pack produced, CBA has created a visual platform and device - the Circle of Amazement. This platform illustrates the culinary journey of Goody’s customers, combining the best of both their cooking and Goody’s ingredients, creating ‘Delicious Amazement’.
The revamp designed by CBA was inspired to illustrate the top quality, carefully selected ingredients, and exceptional standard of excellence in every pack.
The final packaging design demonstrates overall higher taste appeal through fresher and higher quality ingredients visualized on pack, and more impactful blocking on shelf, that combine to offer a more delicious experience all around. CBA has also designed a device, to hold the Goody brand identity, that could be used not only on pack, but as a vehicle that portrays its distinctive brand promise; and that is versatile to go from product to point of sale and beyond.
The Circle of Amazement is being integrated throughout the Goody brand experience to ensure a consistent engagement with all consumers.