Goodee (Branding)
Make Everyday A ‘Goodee Day’
Brand Identity for Acai & Smoothie Bar
Strategy, Branding, Collateral, Interior
BRIEF
In Carnegie, Melbourne, Grouse Smoothie Bar is a beloved local café known for energising grab-and-go options, acai bowls, and smoothies. Expanding to Chadstone Shopping Centre, they partnered with Minded by BrandWorks to reimagine their name and branding. Their mission is to promote well-being, nourishing food, and community growth. Driven by this passion, Grouse Smoothie Bar sought to share their love for healthy living with an even wider audience.
APPROACH
The transformative journey began with a new name, "Goodee!"—a playful nod to "Goodie" and the founder's name. The new brand promotes self-care and presence in a friendly, caring and personal tone, like a best friend's words of encouragement.
Rebranded as Goodee! by Minded by BrandWorks, the brand is now open in Chadstone Shopping Centre to spread the goodness of a healthier lifestyle in the area!
OUTCOME
The change to Goodee! reinforced its commitment to promote well-being and community through nourishing food and a welcoming atmosphere. Goodee!'s visual identity blends playfulness with passion, using modern sans-serif and fun handwriting fonts. Organic shapes and a vibrant colour palette enhance authenticity and positivity. This transformation received a very positive and strong response from the public, fueling the national trend for acai and healthy desserts that don't compromise on taste.
The brand's revitalised look and feel resonated deeply with customers, solidifying Goodee!'s position as a leader in the healthy eating movement. By combining delicious, high-quality offerings with a vibrant and inviting brand identity, Goodee! successfully attracted a wider audience eager to embrace a lifestyle centred around health, happiness, and community.
