Goodwin’s Grinders
Goodwin’s Seasoning
Visual identity • Logo Design • Naming
The brief
The task was to create a new seasoning brand from scratch – including naming, logo, and packaging that would feel modern, trustworthy, and accessible. The design needed to stand out in a competitive market, communicate quality and everyday convenience, and work seamlessly across a range of seasoning SKUs.
The project
Goodwin’s was developed as a new ambient food brand, built to combine quality, reliability, and everyday convenience for the FMCG sector. From naming and logo design through to packaging, the goal was to create a modern, approachable identity that could compete confidently in a crowded category.
Each grinder was designed with a clean, consistent aesthetic and a colour-coded system to help customers easily identify different varieties. Simple, engaging label copy highlighted flavour benefits and serving suggestions, making the products inviting and user-friendly.
The result was a trusted, consumer-friendly brand that successfully secured retail listings in Morrisons and positioned Goodwin’s as a go-to choice for affordable quality.
