Greatergood Brands Branding, Packaging Design & Marketing Agency

Greatergood Brands Branding, Packaging Design & Marketing Agency Greatergood® Brands is a London based strategic Branding, Packaging & Marketing Agency. We run riot across branding, packaging, campaign, digital and more.

We are a London based strategic Branding, Packaging & Marketing Agency with over 19 years experience building FMCG, CPG & Consumer brands. Breathing life and logic into global brands & disruptive challengers. [email protected]
www.greatergood-brands.com

💡 GU put dessert in a glass ramekin. Flo put tampons in an ice cream tub. Both made their competitors' packaging look li...
02/10/2026

💡 GU put dessert in a glass ramekin. Flo put tampons in an ice cream tub. Both made their competitors' packaging look like it wasn't even trying.

The best chaos packaging decisions don't just stand out – they make the conventional format feel like the wrong choice. When a shopper picks up your product and the format itself makes them smile, pause, or think – you've already won half the battle.

Here's what happens when brands stop following category rules > https://www.greatergood-brands.com/insights/chaos-packaging-in-retail/

Chaos packaging in retail is the strategy of changing a typical packaging format – for an unexpected and disruptive alternative format...

👀 81% of Gen Z have bought a product they'd never heard of purely because of the packaging. That number should change ev...
01/10/2026

👀 81% of Gen Z have bought a product they'd never heard of purely because of the packaging. That number should change every brief you write.

Gen Z doesn't just shop – they share, restock, and film. And the packaging that earns their loyalty isn't the most polished or the most premium. It's the most real, the most expressive, and the most worth pointing a camera at.

Here's the full picture > https://www.greatergood-brands.com/insights/creating-packaging-design-for-gen-z/

Creating packaging design for Gen Z – what this generation responds to aesthetically, commercially, and culturally. With examples from Oatly, Liquid Death, Surreal, Graza and more.

💭 The best FMCG brands don't ask consumers to choose them. They make every other option feel like settling.Heinz. L'Orea...
30/09/2026

💭 The best FMCG brands don't ask consumers to choose them. They make every other option feel like settling.

Heinz. L'Oreal. Fever-Tree. Hellmann's. Their positioning statements aren't marketing copy – they're strategic moves that play on consumer emotion, validate a price point, and create a moment of doubt right at the shelf edge.

Does your brand have one? > https://www.greatergood-brands.com/insights/fmcg-brand-positioning-out-of-competition/

📢 the best FMCG brand positioning statements don't position products within competition. They position at the top, looking down – and make every alternative feel like a compromise. 📢

📣 Looking to stay up to date with FMCG & CPG news and brand building insaights?Join our Building Better Brands newslette...
29/09/2026

📣 Looking to stay up to date with FMCG & CPG news and brand building insaights?

Join our Building Better Brands newsletter >

Stay up to date with FMCG & CPG trends, strategy, retailing, brand insights & more with our FMCG newsletter.

📈 190% CAGR. The fastest growing brands in UK food and drink in 2026 are all functional. That's not a trend – that's a s...
29/09/2026

📈 190% CAGR. The fastest growing brands in UK food and drink in 2026 are all functional. That's not a trend – that's a structural shift.

Dirtea. Goodrays. Trip. Spacegoods. None of them are winning on packaging alone. They're winning because they're selling something consumers feel on a primal level – a vague awareness of gaps they can't quite name but can't ignore either. Here's what the Fear of Functional actually means for brands in this space.

Here's the full picture > https://www.greatergood-brands.com/insights/fear-of-functional/

This is the "Fear of Functional" in effect...☠️ We shop these functional products with primal low-level anxiety of mortality – we are inherently trying to fix things within ourselves which we can't quite put our finger on.

🌿 A sustainable baby wipe brand with big ambitions – meet Mo & Marine.We built a tumbling, playful identity and a brand ...
28/09/2026

🌿 A sustainable baby wipe brand with big ambitions – meet Mo & Marine.

We built a tumbling, playful identity and a brand world rooted in the mission Mo & Marine was created to address – proving that sustainability and standout design are not a compromise, they're a combination.

View the full case study > https://www.greatergood-brands.com/work/mo-marine/

Looking for a baby wipe packaging design agency? See how we made Mo & Marine a sustainability brand worth buying into.

🧩 Unilever owns 400 brands. Procter & Gamble runs Tide, Pampers and Gillette as if they have nothing to do with each oth...
28/09/2026

🧩 Unilever owns 400 brands. Procter & Gamble runs Tide, Pampers and Gillette as if they have nothing to do with each other. Coca-Cola puts its name on everything – and it works every time.

These aren't accidents. They're brand architecture decisions – and the same thinking applies whether you have 2 SKUs or 200.

Here's what brand architecture is and why getting it right directly affects your packaging, your shelf presence, and your long-term brand equity > https://www.greatergood-brands.com/insights/what-is-brand-architecture/

What is brand architecture? The complete guide to structuring your brand – with models, examples, and why getting it right matters commercially.

🥛 Loving a product enough to buy it every single morning – and still struggling to find it on shelf. That's a range navi...
25/09/2026

🥛 Loving a product enough to buy it every single morning – and still struggling to find it on shelf. That's a range navigation problem, not a loyalty problem.

When SKUs look too similar, consumers hunt. When consumers hunt, they push products to the back of the fridge, kill front-facing visibility, and accidentally stock the wrong fixture. The product isn't the issue. The packaging architecture is.

Range navigation is one of the most commercially overlooked problems in FMCG > https://www.greatergood-brands.com/insights/fmcg-product-range-problems/

I adore this new kefir from Tim’s Dairy – I buy it on repeat every morning on the way to the office. The only issue? The Kefir SKU looks identical to the Greek SKU – and Waitrose stack the Greek yoghurt into the Kefir fixture.

💬 The best brand names don't need explaining – they already live in your head before you've even heard of the brand."Boo...
24/09/2026

💬 The best brand names don't need explaining – they already live in your head before you've even heard of the brand.

"Book It Please" is a perfect example. Every friendship group has that one person. Every WhatsApp group has that thread. The name doesn't just describe the business – it borrows from a moment everyone already knows, and makes the brand feel instantly familiar.

That's the difference between a name and a brand asset > https://www.greatergood-brands.com/insights/brand-naming-from-cultural-references/

I have such strong feelings on brand naming from cultural references – when it is done well it builds community, creates immediate recognition, is memorable and thus is shareable (and scaleable)…

🛒 Everyone talks about brand blocking as making the logo bigger. Branston did it with words instead."Not A Want But A Ne...
23/09/2026

🛒 Everyone talks about brand blocking as making the logo bigger. Branston did it with words instead.

"Not A Want But A Need." "What Your Toast Is Waiting For." In a fixture dominated by Heinz, Branston found a completely different way to own their space – messaging that blocks just as powerfully as colour, and carves out the exact middle ground between premium and own label that they need to win.

Brand blocking is an art. And there's more than one way to do it > https://www.greatergood-brands.com/insights/different-ways-to-brand-block-in-retail/

Retail brand blocking is truly an art – and can be achieved in a wide range of ways...

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