Good Grain

Positioning, Branding, Packaging & Website


James, our client, said

“We need a brand as irresistible as our healthy credentials. Can you help us with a full reposition?”

With sales of breakfast cereals suffering from the backlash against sugar and a general distrust of ‘healthy’ claims, Good Grain were in need of a new positioning and design to work hard and break category norms.

We embarked on a study of consumer trends, followed by a collaborative brand workshop to establish Good Grain’s positioning, mission and values. We then 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.

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 campaign ‘5 days, 5 ways’. Encouraging personalisation is just the start of what’s set to take of on Instagram and other social channels.

“We wanted to take healthiness from niche audiences and create a modern brand for the masses. Robot Food have dared to be different and we love the results.”


Gary Lewis -MD of Brands at Brecks

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