Good & Gooey, created by Lindsay Grimes Freedman of The Toasted Pine Nut, is a line of good-for-you, zero-judgment, baking mixes made just for you or to share with your crew.
I collaborated with Lindsay to develop the Good & Gooey brand, bringing it to fruition with a range of eco-friendly packaging. We aimed to evoke an indulgent, guilt-free, feel-good atmosphere—no "time to hit the gym" after indulging in dessert BS here. Alongside this ethos, we aimed for the logo and colors to exude a nostalgic vibe.
Below are initial sketches, predominantly hand-lettered with some mechanical-type options as alternatives. Remarkably, our first attempt hit the mark, a rare occurrence in the design process. After some minor adjustments, we were ready to expand and refine the brand further.
Lastly, we baked up some packaging.
Organic shapes were used to enhance the sensation of ooey-gooey indulgence. Due to the large amount of nutritional info, we prioritized legibility and clarity in typography. To achieve this, we opted for clean and bold sans serifs, which balanced beautifully with the organic elements.
