Project: Good Vibes is Australia’s first probiotic ice cream featuring the natural cultures of kefir. With a cult underground following in their hometown of Melbourne, the brand was built via boutique fine-food retailers, with an initial offering of 4 dairy and 4 non-dairy flavours

Challenge: Aimed at savvy millennials and Gen X with an understanding of the wellness benefits of probiotics; Good Vibes challenge was to stand out and drive traction in an increasingly saturated market. They needed to get noticed and create a loyal band of believers, not just for the product but in the brand.

Thinking: As an antidote to the waves of worthy, wholesome brands using generic conventions of wellness, (think craft markets, hand crafted aesthetics and soft earthy colours), we took a different design direction. We aimed to position Good Vibes as a personality strong enough to live up to its name; lively, energetic and relentlessly positive. A brand with instant visual appeal and a design concept that does justice to its health promise.

Design concept: Inspired by the ‘Good Vibes’ name, we looked back to a time when wholesome good vibes were in full swing, taking cues from the 60s & 70s psychedelic poster art of Victor Moscoso. Each pack utilises Moscoso’s clashing colours that fight with the eye, the flowing interlocking wordmark is a nod back to the freedom of his typography. The spiral patterns of churned ice cream add another playful link to the influence of Moscoso, forming organic abstract designs.