Goober | Smartfish

GOOBER Peanuts

CATEGORY: Design, Development

The Client

The client for this project was a peanuts brand that specialises in the making of tasty and healthy roasted peanuts for the sake of fulfilling those uncalled cravings of munching on something sweet and salty, be it in the middle of the night, while travelling, during celebrations or merely at a sleepover.

Choosing The Name

For the brand name, we had to choose something unique, yet it had to have an impact that would spark curiosity in the consumer’s mind. That is why we had to take up common ground and went with the name – Goober. It is a North American term for peanuts. Since Goober’s most of the business was going to be export related, a lot of what they would manufacture was going to be sent out of the country. While the term Goober might not be as popular in India, we chose that since it is a familiar word across the rest of the world.

Overall Brand Identity

The brand identity had to be around something that shouted ‘peanuts’, and what better way to demonstrate that than to choose a chipmunk as the mascot and the main character. Chipmunks are said to have an omnivorous diet and primarily consist of seeds, nuts, fruits and buds. We made a colourful, minimal and clean vector-based chipmunk. The gesture of the chipmunk’s hand is a representation of the top-quality products that Goober makes. We rendered a fun combination of the suggested mascot’s face and the bold typography of Goober. The bold colour white around the border of the logo allows us to change the background colour to suit any preference

The Challenge and The Approach

The primary challenge for us was photographing the products since it was very important to communicate the flavours through photography and then use the same for packaging. While it was a challenge, it was a fun one since the flavours themselves are quirky and unique. We demonstrated the products and the packaging for all the flavours, including Pani-Puri, Biryani and Tiramisu. There has been a lot of appreciation for the packaging by both the client and their customer base since it’s vibrant, unlike the brand’s competitors. Each flavour has a unique coloured packaging that pertains to the flavour’s characteristics.

Packaging

Website

To keep the entire brand identity in tandem with the quirky theme, we had to make sure that the website too was falling into the same theme. That is why we used catchy animations and photographs of models with fun expressions that show the emotions evoked while or after eating Goober’s peanuts.

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