Meijer True Goodness is a brand with high customer satisfaction, with quality and price as key factors. New emerging categories rose in popularity, with over 50% of shoppers expressing interest in plant-based products. From a competitive standpoint, True Goodness outperformed national brands in metrics such as value, quality, and taste - but needed more awareness.
We developed a visual identity and brand vision that built brand intelligence and design cohesion while appealing to a younger target audience.
Creative Director: Tammy Myers | Copywriter: Dan Goubert
