Project Description

The challenge of this project was to redirect the Goodie Girl Cookies branding towards male audiences. By introducing a new, darker color palette and textile patterns to the packaging, the packaging became more appealing to male consumers. Playing off the “Goodie Girl” name and using images of diverse, attractive pin-up girls as the focal point of the logo lockup also appealed to male audiences. It is important to note, however, that the imagery was chosen carefully to avoid the overtly sexualized, stereotypical female imagery that is the default of typical visuals targeted towards “macho males”.