CLIENT

Goddess Dressing.

SERVICES

Concept + Packaging for Goddess Dressing by Chosen Foods

CHALLENGE: Chosen Foods asked Mindsy to launch the design for its Goddess Dressing line in preparation for Expo West 2019 - the world’s largest natural foods trade show. With national and international distribution on the horizon, the task was to bring the Goddess Dressing design into a new century—one celebrating strong flavors represented by strong women. We were tasked with creating an aesthetic that appealed to consumers seeking elevated flavors while adhering to a healthy lifestyle, whether vegan, gluten free, reducing sugar, or seeking healthy fats and antioxidants. Each design connects a stunning flavor profile with an empowered female archetype.

OUTCOME: Developed packaging design, marketing promotional, and collateral for the launch. Developed iconic illustration of goddess to connect with an elegant, elevated, poised, and empowered female audience. We extracted our visuals with research of goddess history from both Greek and Indian cultures. This packaging positions the dressing as an elevated version of a timeless classic, with artisan color and the power of third eye energy encouraging culinary exploration. As a result, we had a successful launch at Expo West and increased company's ROI and annual growth percentage.  Goddess Dressing is now sold internationally and in national retailers such as Whole Foods, Sprouts, Amazon, and Costco.