All Good is trying to attract investors to grow their company beyond a home kitchen.
Currently, All Good is a one-man show and most of their bars are sold at local events and farmers markets. In order to prove their value, they need to get a sizable amount of customers. So, we were asked to turn All Good into a cult brand and design a digital experience that will drive online sales.
Sustainably sustaining the community
All Good sources spent barley grains from local brewers. These spent grains that would normally be tossed out, are then dried and mixed with oats, berries, and honey to make a delicious granola snack with a unique taste. All Good consumers that we spoke to said that they highly value that their snack has the added bonus of being better on the environment and sources locally.
Lacking a clear brand identity and awareness
We conducted a focus group to get general feedback and first impressions on All Good's current branding, packaging, and website. Overall we found that the contents of the product were not clear based on the packaging, their branding was inconsistent and the website was not very user-friendly.
All Good's new visual identity is welcoming, flavorful, and down to earth. The color palette is inspired by their staple granola flavors and, of course, beer. The bold lines and Iskra font gives it a more playful, modern vibe compared to the textured, rustic font used in the original logo.
All Good's new recyclable packaging is bold and fun. Each bar flavor has it's own color and a pattern that I illustrated, and we even included a transparent section in the wrapper so that you can get a sneak peek of your delicious snack!
The original flavor names were Coconut Mango Tropical IPA, Chocolate Cherry Stout, Blueberry Hefeweizen, Cranberry Almond IPA and Pumpkin Spice Oktoberfest. Some people we talked to loved the names, but most found them to be confusing or off-putting.
To avoid confusion about the contents of the bar, we removed beer references from the flavor names and included a new tagline, Born from beer, as well as what type of beer each bar was born from on the back.
One of the most unique things about All Good is how their bars are made, and the easiest way to explain their process is by showing it. For the website's Our Story page, I created two simple animations that visualize the brewing process, where All Good comes in to play, and how they turn those spent grains into granola bars.
HOW WE SUSTAINABLY SOURCE OUR GRAINS
HOW SPENT GRAINS BECOME ALL GOOD GRANOLA
As the crossroads of all communication, All Good's website should be able to tell the brand story, showcase their production process, and engage with their customers. In order to drive online sales, we focused on creating a simple way to shop the products and learn where they came from, as well as building an online community.
As a way to push the Subscription Plan, we included a link on each product page to encourage users to take advantage of the deal.
All Good has already started to get quite a following from locals on Instagram. Features like tagged Instagram testimonials and Refer a Friend Discounts can really help spread the word about All Good and build a sense of community.