With a new millennial target in their sights, Feel Good needed to rethink and refresh. We stepped in to lead on a new identity and packaging design.

With its ‘no nasties’ credentials, Feel Good looked to target millennial women; a demanding group of (fairly) health conscious, aspirational 20-30 something year olds. We found in them a savvy consumer too informed to fall for empty claims and gimmicks, lacking in loyalty but motivated by authenticity. In order to resonate, the new design needed to show the brand as one with integrity, deliver purpose for consumers to get behind and help re-establish Feel Good’s ‘Drink Good, Feel Good’ mentality.