Marx Design 44 Good Vibes
Creative DirectorTristan O'Shannessy
Design DirectorManuel Payan
Team MembersHannah Jensen, Rachel Dredge, Nicola Kearns
ContributorsKate Phillips, Yuki Sato, Drew Robertson
ClientCulture of Things PTY LTD
Good Vibes is Australia’s first probiotic ice cream featuring the natural cultures of kefir. With a cult underground following in their hometown of Melbourne, the brand was built via boutique fine-food retailers, with an initial offering of 4 dairy and 4 vegan flavours.
Aimed at savvy millennials and Gen X with an understanding of the wellness benefits of probiotics; Good Vibes challenge was to stand out and drive traction in an increasingly saturated market. They needed to get noticed and create a loyal band of believers, not just for the product but in the brand.
Aware of the waves of worthy, wholesome brands using generic conventions of wellness, (think craft markets, hand crafted aesthetics and soft earthy colours), we took a different design direction. We aimed to position Good Vibes as a personality strong enough to live up to its name; lively, energetic and relentlessly positive. A brand with instant visual appeal and a design concept that does justice to its health promise.
Inspired by the ‘Good Vibes’ name, we looked back to a time when wholesome good vibes were in full swing, taking cues from the 60s & 70s psychedelic poster art of Victor Moscoso. Each pack utilises Moscoso’s clashing colours that fight with the eye, the flowing interlocking wordmark is a nod back to the freedom of his typography. The spiral patterns of churned ice cream add another playful link to the influence of Moscoso, forming an ownable, organic abstract brand asset.