GoGo SqueeZ Redesign

The task: bring a beloved household brand from a busy shelfset with over a decade of different subbrands into a unified architecture, and shift the audience from snacking 6-10 year olds to an all household brand for any age.

The work: Spanning six months, with creative management of an agency and in partnership with internal cross-functional teams, we overhauled 80+ skus within the portfolio, amounting to over 160 pieces of packaging artwork. Characters were freshened up with new activities and optimized for printability, sublines were unified with layout and typography while further differentiated by color and style to leave room for future growth, which all culminated in the first product lifestyle shoot in four years to support a complete website overhaul. The project required as much focus on the finer details like iconography as it did a constant awareness of the bigger picture as we navigated not just the current portfolio, but the future of the brand. 

The results: Q3 launch of the redesign saw a 53% lift in category share, improved in store placement at Walmart and Target, and renewed brand interest from consumers.