Fulfilled with passion
Since its inception in 1969, Goody has been delighting households in Saudi Arabia with delectable offerings, positioning itself as a dominant force in diverse food sectors. As Goody embarks on its journey to enrich the culinary culture it has cultivated, it’s ready to introduce novel brands that will weave even deeper connections with its consumers. In an ode to actions that resonate louder than words, Goody is embracing a comprehensive corporate identity overhaul.

For GoodyCo, the essence transcends mere sustenance; it’s about uniting individuals through the shared experience of food.

We invite you to explore this revolutionary transformation.

The Challenge
The task at hand was to craft a fresh corporate identity that would aptly encapsulate GoodyCo’s innovative brand vision and establish itself as a conglomerate of distinct brands.

The Solution
The expedition commenced with redefining GoodyCo’s essence. Transitioning from merely “empowering people to be amazing,” GoodyCo symbolizes its influence extending beyond mealtimes, deeply impacting lives. Consequently, the new purpose emerged: “Cultivating the Love for Food, Fostering Heartfelt Bonds.”

GoodyCo’s identity formation mirrors its ethos of ceaseless evolution and innovation, channeling its ardent passion for food. This zeal is ingrained and conspicuously manifested through its foundational tenets of purpose, people, products, and processes. Notably, this redesign harmoniously melds the best elements of the group’s existing graphic framework, employing a dynamic green gradient and script letters in the logo. This infusion injects a rhythmic dynamism, solidifying the graphic’s seamless perfection.

Simultaneously, a streamlined iteration of the logo was curated, optimized for contemporary digital formats. This rendition accentuates the unmistakable ‘G,’ a quintessential representation of Goody’s identity derived from GoodyCo, meticulously differentiated using a gradient.

Moreover, the interlinking of letters serves as an homage to intrinsic human values upheld by the company – unity, innovation, and proximity. GoodyCo places its people, the Goodyians, at the epicentre of this endeavour. As they persist in fostering an internal culture of excellence, their ardor for food and authentic connections remains paramount.

This rejuvenated corporate identity empowers GoodyCo to think expansively, work ambitiously, and aspire greatly.