The GUUD!
A Healthy Food Brand That Feels As Good As It Is
Healthy, honest, and full of soul; GUUD is more than just another organic food brand.
It’s a movement built around joy, inclusion, and positive change.
Born from the shared vision of two soul-sisters, GUUD was created to challenge the idea that healthy food is bland, boring, or reserved for a privileged few. With clean ingredients, local flavor twists, and an empowering tone, the brand sets out to make organic, plant-based eating more accessible, and a lot more exciting.
We worked with the founding team and our partners at AGZIA (a food industry investment and engineering firm) to bring the brand to life from the ground up. From strategic naming and positioning to the full visual and verbal identity, every touchpoint was built to feel vibrant, clear, and proudly GUUD.
This project was developed in partnership with AGZIA ; a leading force in food industry innovation and investment.
What we did_
From day one, the mission was clear: build a brand that people could connect with, not just for what it sells, but what it stands for.
We focused on shaping a strategic foundation rooted in accessibility, positivity, and purpose. The result? A dynamic brand that inspires healthier living through storytelling, clarity, and creative distinction.
We developed a full naming system that turned every product into a brand statement, and a visual world that felt warm, inclusive, and unmistakably GUUD.
Brand Strategy & Positioning
Verbal Identity & Manifesto Development
Strategic Naming & Architecture
Visual Identity Design & Creative Direction
Packaging System & Templates
Brand Guidelines & Toolkits
We didn’t just choose a name, we built an entire brand architecture around it.
“GUUD” became the verbal cornerstone of the brand, allowing us to turn every product, message, and touchpoint into a clear brand moment. This layered naming system gave the brand repeatable visibility, memorability, and emotional resonance.
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BRAND NAME & NARRATIVE
Research & Insights > Competitive Audit > Brand Workshops > Purpose, Vision, Values > Brand Personality > Naming
The packaging system wasn’t just informative, it was expressive.
Each label, illustration, and callout was designed to carry the brand’s positivity and soul. We developed flexible packaging templates that could evolve as the product line expands across new categories and markets.
What’s in a GUUD Name?
(BRAND DIFFERENTIATION STRATEGY)
More often than not, the product alone isn’t enough to stand out.
There’s nothing radically new in the ingredients, the process, or even the experience.
And that’s okay.
But when the product isn’t enough to differentiate, the brand has to do the heavy lifting.
That was the case with GUUD;
The food was clean, honest, and nutritious… but so were a hundred others on the shelf. So instead of trying to out-product the competition, we out-positioned them.
We didn’t chase complexity. We leaned into clarity.
We started by naming the brand in a way that instantly says something: GUUD.
A simple word, made meaningful.
Not just good for you.
Not just good for the planet.
But the GUUD kind of good,
the one you trust, enjoy, and remember.
Eating healthy, living Guud
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Eating healthy, living Guud *
From typography and logo design to taglines like “Living Life. Eating Healthy. Feeling GUUD.”, the identity system was built to feel like the brand speaks and smiles at the same time.
Client Testimonial.
Shoutout to Riad & BLACKINK for this successful collaboration. Not an average Brand Development firm. The guys can elevate a dull box of stick matches into a diabolic raging volcano, not sure if anyone wants that... but you get me...
— Olaf Abi Aad
Founder | CEO AGZIA Food Industry Brainiacs | Agro Food Investments Strategies |
Let's connect and see if we can help, or guide you forward.
It’s an opportunity for us to meet online and discuss the project in detail.