CREATIVE STRATEGY & DIRECTION | PACKAGE DESIGN, DESIGN SYSTEMS, VISUAL IDENTITY
MadeGood Packaging Redesign
About two and a half years ago, my first project at MadeGood was a full packaging redesign and I couldn’t wait to dive in.
The challenge was to build a cohesive design system that brought consistency across the portfolio, felt premium and organic, and could flex across markets. We needed to simplify our messaging, stand out on shelf, and appeal to both conventional and natural shoppers without losing what makes MadeGood, MadeGood.
At the core, it was about creating a system that felt timeless and true to who we are as a brand — now and in the future.
THE GOAL:
• Build brand consistency
• Align multiple product segments
• Simplify the design approach
• Create a cohesive design system
• Create a cohesive, easy-to-follow colour system
• Make the product the hero
• Increase shelf presence
• Grow consumer awareness across retailers
• Amplify emotional connection to the brand
MadeGood’s old packaging had over 7 different fonts, too many call outs, many tones of colour, logo inconsistencies and it lacked taste appeal. We want our consumer to taste the product with their eyes.
MadeGood out in the wild!
THE SUCCESS:
I directed MadeGood’s full packaging redesign across 150+ products and 50+ segments in Canada, the U.S., and EU—ranking in the top 10–15% of global redesigns, driving 2× purchase preference, and improving findability by 0.7 seconds; praised by retailers as one of the best design evolutions in the category.
The refreshed design embraces a warm, inviting colour palette and playful product imagery that balance fun with function. The bold MADEGOOD® wordmark continues to anchor the brand, while each segment’s distinct palette makes it easy for shoppers to navigate the range. Every detail brings MADEGOOD®’s promise to life: organic, allergen-friendly snacks that never compromise on taste or quality.
By leaning into consistency and visual storytelling, MADEGOOD® reconnects with loyal fans and invites new ones to join a world where food values and feel-good snacking go hand in hand. This evolution isn’t just about a new look—it’s about deepening connection and standing out in the better-for-you space.