The "free-from" category was worthy and joyless, prescriptive and functional where consumers were assumed to be dietary restricted and products were smothered in tick lists. Our purpose was to make Gosh! appeal to all by celebrating the wonderful goodness of natural vegetables and pulses.
Celebrating what we're full of rather than lack of
To inject some much needed joy to a rather dull fixture we 'spread some sunshine' through a radiant sun identity that expressed the uplifting and joyful benefits of the brand. Gloriously playful, with birds made from vegetables and a naturally vibrant colour palette, Gosh! is definitely brightening up the category.
Achieved immediate listings in over 500 Tesco stores, and then further listings in Morrisons, Asda and Ocado. Extended the range from 5 to 29 sku's in 2018.
"I'd recommend Rylands Brand Design at the drop of a hat...or should that be vegetable?! Intelligent, thoughtful, insightful design. An absolute joy to work with and the result is, Gosh! what can I say, outstanding! Our new Gosh! range has amazing shelf stand out in a very busy category and products are leaping off the shelf"
Jane Rayner, CEO Greta Food