Unusually Good

Building a brand as big as its mission.

Client	Unusually Good
Strategy Branding Packaging Video

Challenge

To stand out in a sea of sameness.

There are a lot of apple juice brands dominating the shelf already. Parents are busy and have their go-to juice brands. We needed a design that stood out in a big way and resonated with kids and caretakers alike.

So good, it’s unusual.

When a product tastes amazing and creates impact in the world, that’s an unusual kind of good. Founded by a group of college students focused on changing their world for the good, this juice brand uses perfectly imperfect fruit that would otherwise be wasted and uses profits to feed the minds of tomorrow. Inspired by this unique goodness, we gave them the new name of Unusually Good Food Company.

Strategy

Lean into the strengths.

The juice aisle can be a bit boring. We wanted to make a splash with our packaging. Instead of fruit photography, we disrupted the category with unusually illustrated apple characters and created custom typography with each letter feeling a little imperfect - just like the apples. The youthful, playful and hopeful energy reflects the brand being founded by a group of students, who plan to do lots of good for years to come.

A whimsical wordmark.

As the apples used are all a little unique in their own right, we decided to approach the wordmark the same way. We created a custom typeface where all the letters are organic and playful giving the wordmark a whimsical personality – almost as if a kid wrote it out.