Goodfellas
Fresh new products
that feel like part of the family.
Tags: Packaging, branding
The brief
By way of Sun Branding, I was asked to pen some packaging copy to sit alongside Goodfella’s fresh range of mains - taking them into a new culinary neighbourhood outside of their home turf of pizza.
With a reputation to uphold, these needed to be snappy and possess the same level of pizzazz that the rest of the Goodfella’s brand has - plus a hearty helping of respect.
The approach
As this was expanding up on the existing Goodfella’s copy (which I’d also helped to write), it all started by retooling the brand story to also encompass dishes outside of simply pizza. Once that was in place to introduce the Goodfella’s family in a new light, it came down to working up some delicious subs to sit next to the photography.
Following the lead from previous Goodfella’s line, these were more personality-focused rather than being pure flavour hints. Everything needed to recognise the brand’s Italian-American heritage, which included its distinct tone of voice - platforming community, generosity and an air of seriously good food.
The outcome
Packaging that was simply - chef’s kiss - that fit in perfectly with the rest of Goodfella’s existing products while also standing out within the category.
Feedback from both Sun Branding and Goodfella’s reflected that these lines felt bang on the money, carrying the brand’s tone of voice forward into brave new territory while still feeling familiar.