CASE STUDY 004
GOGO squeeZ® GOES BIG
CREATING A BIGGER squeeZ for Bigger Kids
This case study outlines the 360 brand redesign of GoGo squeeZ’s sub-brand, BIG– a line of products created specifically for older kids. The project focus started with packaging, and then expanded to reimagine all branded touchpoints.
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.
BACKGROUND
The Insights: 1) Around 8 years of age, kids outgrow the GoGo squeeZ brand (and applesauce pouches in general); it’s seen as baby-ish, boring, not filling, etc. The iconic green GoGo pouch goes from a lunchbox staple and snacktime mainstay to a “no thanks” seemingly overnight. 2) Parents want their ‘big kids’ maintaining healthy-eating habits, (especially with snacking), while they simultaneously struggle to keep up with these bigger appetites– so they‘re seeking something to fill GoGo’s spot in the pantry. 3) 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.
INSIGHTS
1) 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). 2) This redesign needed to go from kick-off + briefing to product sitting on shelves in under 8 months.
CHALLENGES
