GOGO squeeZ

bold
vibes
for
big kids

BACKGROUND

GoGo squeeZ needed to relaunch their declining ‘older kids’ portfolio range under a new visual identity. This would be the third rendition of this line; both previous attempts, despite being handled by external design agencies, ultimately failed in market. So, with no budget, a very tight timeline, and the entire range at risk of discontinuation, the project brief landed on my desk.

THE WORK

WHAT WE DID
PROJECT MANAGEMENT
CATEGORY AUDIT
RESEARCH AND INSIGHTS
BRAND STRATEGY
PORTFOLIO ARCHITECTURE
CREATIVE DIRECTION
2D AND 3D PACKAGING DESIGN
NEW PRODUCT DEVELOPMENT INNOVATION
DESIGN STRATEGY
BRAND WORLD / VISUAL IDENTITY
SALES ENABLEMENT
360 ACTIVATION STRATEGIES

Around the age of 8, kids outgrow the GoGo squeeZ brand (and applesauce pouches in general). The iconic green GoGo pouch goes from lunchbox staple and snacktime mainstay to “mom, cringe, no thanks” seemingly overnight.

At the same time, parents and caregivers really want to keep their big kid’s eating habits on [a reasonably healthy] track– especially with snacking, and especially as these big kid appetites grow bigger and bigger. As the appetites become harder to keep up with.so they‘re seeking something to fill GoGo’s spot in the pantry. Kids and parents alike need easy, mess-free, on-the-go snack options, which is sort of GoGo squeeZ’s original niche. Overall, the opportunity to win over ‘older snackers’ was clearly a big one; the visual expressions just hadn’t hit the mark...yet.

With the struggling product range already in market, the challenge from the business was to change the packaging and branding enough to make it successful– but not so much that our Sales team would be required to sell it in as a new product (again).

This redesign needed to go from kick-off + briefing to product sitting on shelves in under 8 months.

Various packages of GoGo squeeZ fruit on the go snacks for children, featuring colorful packaging with fruit illustrations and animated fruit characters.
Colorful advertisement featuring GoGo squeeZ Big fruit snack products. The image shows a smartphone and a laptop displaying the product's branding, along with two pouch packages of the snack, one orange and one pink, both with green caps and images of apples on the labels. The background has a vibrant blue color with sections of various bright hues.
A collage of images promoting GoGo squeeZ's Big Flavors product line. Shows a billboard with product advertisement, a smiling girl wearing a T-shirt with water graphic and the slogan 'Big Plans Bold Dreams,' a person with curly hair taking a photo with a camera, a laptop displaying GoGo squeeZ web page, and stationery items with the campaign branding.
Display of GoGo squeeZ Big fruit snacks, featuring signage about the product, a QR code, and promotional messages, along with an aisle sign for applesauce with a QR code and thank you message.

RESULTS AND IMPACT

Based on in-house research, we found that the updated Delsym branding (both the ‘Family Comfort’ positioning and the packaging design) delivered on both business objectives and project KPIs.

BOOSTS BRAND RESONANCE: 88% of sample agreed new Delsym is a ‘brand for me’
INCREASES SHOPPABILITY: 77% of sample agreed new Delsym easier to navigate on shelf
EASE OF NAVIGATION: 85% of sample agreed new Delsym easier to find specific products within the range
DRIVES PURCHASE INTENT: 87% of sample agreed they would definitely or probably consider purchasing
PREFERRED BY CONSUMERS: 76% of respondents prefer new Delsym over old/current

Two GoGo SqueeZ Big squeeze fruit pouches, one with apple and raspberry flavor and the other with apple and classic flavor, against a black background.
Advertising posters on a tiled wall showcasing Gogo SqueeZ Big fruit squeeze pouches with different flavors and colors, labeled O, G, B, and I, positioned along a staircase wall.
Advertising poster on a weathered, gray utility box.
Billboard advertisement for Gogo Squeez Big fruit squeeze packs featuring images of four different flavored packages and photos of two smiling individuals. The background is blue with colorful text and QR codes.