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Details
Overview
Making niche drinks popular to the masses
Good Things is a mushroom-based drink company that creates delicious, functional beverages for families. Each drink is crafted with specific mushrooms known to boost immunity, enhance cognitive function, and support athletic performance and recovery.
Challenge
Mushroom-based drinks are often met with skepticism, leading to low mass adoption. Consumers either associate them with an unpleasant taste or see them as too niche—either overly wellness-focused or too scientific. Most brands repeat the same mistake of positioning and building in niche categories. Additionally, health-conscious individuals already trust fruit juices, making them hesitant to switch to something unfamiliar.
Solution
We positioned Good Things at the intersection of familiarity and novelty, ensuring consumers wouldn’t feel intimidated or repelled by the product. Mushroom drinks themselves are novel. Our entire strategy from naming, identity, flavor, design, language and packaging focused on making the brand feel familiar to bridge the gap between functional beverages and everyday fruit juices, making them more acceptable to the consumers.
To achieve this, we guided the business, product, and branding strategy centering around three key areas:
1. Flavor Strategy: Pairing functional mushrooms with universally loved fruits like mango, orange, and pomegranate to create a more familiar taste profile. This made the drinks feel like a natural extension of fruit juice rather than a medicinal supplement.
2. Product Formulation: Thick, earthy drinks can be off-putting so guided product formulation toward a juice-like consistency. No lingering aftertaste—just a clean, refreshing experience.
3. Brand Strategy & Design:
Messaging: We ensured the brand voice remained friendly, fun, and jargon-free—no overwhelming scientific claims or mystical storytelling.
Brand Naming: We strategically chose the name 'Good Things' to create positive associations from the first moment consumers hear or see the brand. Instead of the reluctance people feel when they hear something related to mushrooms. Also the name lends itself to multiple verbal branding opportunities, such as "Good Things come to those who don’t wait" and "Good Things are best served chilled," etc.
Visual Identity: Bold, energetic colors create excitement and approachability, while premium-yet-friendly typography balances credibility with warmth. Imagery and illustrations connect the brand to its family-friendly nature.
Packaging Design: Custom, hand-drawn packaging ensures strong shelf visibility, making the product impossible to ignore. More about packaging design strategy and design direction in packaging design section below.
Final impact
By blending the familiar (fruity flavors, fun and light messaging, and design language) with the new (functional mushrooms), Good Things makes healthy choices easy, enjoyable, and accessible—eliminating the hesitation that often comes with functional beverages.
The Good Things logotype reflects the fundamental nature of mushrooms. Mushrooms serve as the building blocks of nature, sustaining life through their intricate underground networks. They are strong, interconnected, and essential to the ecosystem.
Inspired by this idea, the logo takes on a bold, block-like structure, symbolizing strength, unity, and stability—much like mushrooms support life, and Good Things supports daily nutrition and well-being. The stacked, grid-like arrangement reinforces this interconnected quality. Rounded apertures and counters, inspired by mushroom caps, add warmth and approachability, balancing playfulness with reliability. The subtle background pattern reflects the mycelial network, reinforcing the ideas of growth, connection, and vitality.
Good Things' identity features a bold, energetic, and fun color palette that feels both inviting and exciting. The primary color is a vibrant shade of yellow, symbolizing energy and positivity. The overall palette strikes a balance between natural and modern, aligning with health-conscious, family-oriented, and young consumers.
For Good Things, the font choices are carefully selected to reflect the brand's fun, and dynamic vibe. For headings, Windsor Pro is used—a bold, heavy, rounded serif with strong diagonal stress. It gives the brand a friendly and approachable feel, making it stand out with a unique and playful presence. For body text, Gopher, a reverse-contrast geometric sans serif, provides a modern, clean, and highly legible option. It adds a touch of sophistication while maintaining a distinctive look.
The contrast between the two fonts creates a well-balanced typography system, where Windsor Pro’s boldness in headings is complemented by Gopher’s clarity in body text, reinforcing the brand’s lively yet approachable personality.
The Good Things product packaging design tackles the challenge of making mushroom-based drinks more approachable. Since mushrooms are often perceived as an unusual ingredient for beverages, the packaging is designed to be fun and inviting, breaking down hesitation with its playful and welcoming design strategy.
• The front label strategically incorporates a mushroom shape to communicate the product’s key attributes at various viewing distances.
• From afar, the mushroom shape immediately signals that the drink is mushroom-based, while the product name
emphasizes its benefit-driven purpose.
• Up close, the design ensures clear readability, with the mushroom shape enhancing—rather than obstructing—the product details.
• The label color reinforces the flavor, helping shoppers easily differentiate between variants when placed alongside other drinks.
This design strategy makes the packaging both functional and visually striking, ensuring it stands out on shelves while quickly conveying essential product information.
Each label for 'Good Things' features custom hand-drawn illustrations of the product name, a mushroom, a hand, and the object the hand is holding, all representing cues of the benefits. These playful illustrations work together to visually communicate the product’s benefits in a lighthearted and approachable way.
