Going from unknown challenger brand to indisputable category leader in less than 10 years was quite a feat. Getting both executives and consumers on board with significant design changes to a beloved brand would also be quite a feat– but we knew that, if executed correctly, GoGo squeeZ would become the category’s beacon brand. So first, we focused on sharpening our strategic approach.

We talked extensively with parents and caregivers of young snackers and began to better understand their unique ‘dual-consumer' experience. Essentially, this: 1) There is an adult who interacts with the outer packaging and ultimately evaluates the product for purchase for their little one; and 2) There’s a child who interacts with the individual, inner packaging and ultimately consumes the product at home, at school, socially, etc. This knowledge, that we were actually crafting a dual-consumer experience, inspired boundless creativity and influenced every choice we made throughout the design process.

For our adult audience, we focused on making their overall experience with our products better and easier. We organized the portfolio architecture, established communications hierarchies, clarified our messaging, and made sweeping updates that delivered a more consistent, reliable, and enjoyable experience.

For our kid audience, our actual product consumers, we dialed up the visual cues and the playfulness. Our goal with every designed element was to surprise and delight our little ones, while making it easy for them to find their desired flavor or version even if they couldn’t yet read. We focused on creating a more vibrant and dynamic visual experience (with elements like silly jokes on the bottoms of all pouches!) and decreased the prominence of elements that kid’s don’t care about (like our logo and long lists of claims).