Gopuff, the fast-growing direct-to-consumer brand launched its first private label program in 2022, aptly called ‘Basically’, which includes everything from bottled water to sweet & salty kettle corn to batteries. The brand offers the everyday essentials you need to live life well, in just 30 minutes or less. Basically, whatever you need – they have it.

Unlike your average CPG brand, Gopuff’s Basically, brand is more reliable, more elevated and more human than ever – made with tons of heart. So obviously the Basically brand architecture had to match. The entire design system is very clever. Colorful geometric patterning lays the groundwork for a capable and refreshing new brand that reflects the needs of the modern consumer. Each individual product has a strategic mix of colors and symmetrical shapes to reflect the products key attributes quickly. This is an essential brand characteristic for Gopuff consumers who typically shop via their mobile device, on-the-go. A smart yet approachable structure for a limitless world of everyday products.

The Basically, brand features a strong verbal identity that introduces the brand name and product title together, as part of a well-known colloquial phrase, driving home the playful essence of the Basically, brand – pretty brilliant, right? This type of naming strategy is pure magic because it invites the consumer to engage in lighthearted, conversational banter while they shop. For instance, Basically AA Batteries reads ‘Basically, they’re batteries that can power everything but your 3PM slump. We have coffee for that.’ A charming partnership of wit and ease.

The Creative Pack joined forces with the Gopuff team in order to execute a successful packaging rollout of 26 Basically products with new and exciting products in the pipeline. Like the name implies, there’s no frills, just an intentional balance of everyday beauty and function – now available through Gopuff’s e-commerce platform.