Matilda Wilson Creative were approached by the team with the opportunity to adapt their Australian packaging by Milk Design Agency for the So Good international market while maintaining their domestic orientation and paying respect to the heritage brand developed over the past 30 years.

The core range of So Good International consists of 6 variations, alongside an additional 5 SKU’s which are domestic packs and carried over into international markets. Although this posed creative challenges it equally introduced the opportunity to develop a long-term plan for their full range, drip feeding a redirection into international market while maintaining current consumer trust.

MWC worked from a considered standpoint, maintaining respect to the domestic markets, the relativism of the current packaging across consumer bases while adding our own creative flare and illustrative work by Molly Wellington, with potential to grow. The newly adapted packaging represents the attributes of the So Good brand that consumers had come to love, our Aussie Farmer emphasis, bright personality and healthy standpoint. So Good collectively across all markets are effectively in a position to showcase personality on shelf and connection to their loyal consumer base as well as attract new, younger demographics.