Gopuff expands its offering by launching Goodnow, an on-demand health and wellness private lavel brand. The brand spans 11 over-the-counter categories: Pain, Allergy, Digestive, Cold & Flu, Sleep, Feminine Care, Electrolyte Beverages + Powders, First Aid, and Diagnostic Testing Kits. Thanks to Gopuff’s ‘30 minutes or less’ delivery promise, you can find fast relief for those everyday ailments allowing you to “feel better faster- for less”. All Goodnow products are consistently produced and controlled according to quality standards and manufactured in third-party GMP-certified facilities.

Goodnow made its debut in September 2022, and it’s more than just a phrase. Goodnow is a feeling you have when your wellness is confidently in your control. The Goodnow brand exists to give consumers comfort and clarity, a simple and to-the-point strategy that is empowering and effective. Its monochromatic product packaging is a retreat, within an overwhelming space of overpriced, stodgy CPG brands. In addition, pharmaceutical drugs come with strict label regulations and far less space to accommodate said requirements. Therefore, thoughtful design considerations had to be made to avoid clutter and confusion on pack.

It all came down to typography, color, and simple iconography. The extended typography style sets a distinct visual tone for the brand. This was the first step in establishing clear hierarchical rhythm and flow which resulted in a more navigable system of information. The color palette is a subtle tonal shift from the national brand leaders – for example, Goodnow Acetaminophen features a punchier, more vibrant red. This maintains product familiarity for consumers while also elevating the Goodnow brand. Finally, the line art iconography is a refreshing take on on-pack product representation. It adds a necessary layer of visual information that feels both scientific and stylish.

The Creative Pack strategized alongside the Gopuff team in order to deliver a powerful packaging rollout of 29 over-the-counter Goodnow products. You can replenish your medicine cabinets ‘round the clock through Gopuff’s e-commerce platform.