THE BRIEF: Feel Good Foods is a wholesaler of organic, natural foods, being a key supplier to many cafés, grocery stores and independent supermarkets across Victoria and Tasmania. Often watching other brands become successful Feel Good Foods saw the opportunity to create their own raw chocolate product. It had to reflect the natural, organic and handmade qualities it represented.
THE SOLUTION: Inspired by crafted stamps and imperfect typography the wordmark was drawn by hand. We also illustrated an iconic set of cameos that amplify the flavour profiles on pack. A generic natural cardboard box was essential so that individual stickers could be applied by hand per variant – further enhancing the handmade brand truth.