—Brand Strategy, Packaging
Love Good Fats
Love Good Fats, a pioneering health food brand, launched with a strong focus on keto-friendly products. As their product line expanded they started to realize some of the limits of their brand name and design system. So when it came time to launch their new innovative new protein bars, they came to Modern Species with an exciting challenge – to find a way to communicate the key product benefits and the remarkable taste/texture in a clear and compelling way.
We started by diving into consumer research with the Love Good Fats team to find the right way to approach this challenge.
Our solution was to keep the “Love Good” brand equity front and center while also going all in on the key product differentiator — “Protein” — by creating a new “Love Good Protein” logo lock up and dialing in on the right product benefit call out hierarchy (all validated through testing).
We then worked with the amazing David Clugston to shoot beautifully delicious photos of the new bars to ensure the product looks as delicious as it actually is in real life.
Credits
Research & Strategy: Love Good Fats
Creative Direction & Design: Modern Species – Gage Mitchell, Jessica Lennard, Esther Velasco, and Brady Bone
Production Design: Marovino
Photography: David Clugston