CHALLENGE Create a healthier yet irresistible dessert option for the after-dinner moment.

OPPORTUNITY The chilled desserts category has long been dominated by indulgent treats that prioritize taste over nutrition. While these options satisfy sweet cravings, they often leave health-conscious consumers feeling guilty. Countrystyle identified a gap in the market for protein-rich desserts that don’t compromise on taste. Their nutritionists crafted a innovative range of hot sponge puddings using natural, protein-packed ingredients like dates, offering the perfect balance of health and indulgence.

THE HOW Through collaborative workshops with the Countrystyle team, we developed a distinctive market positioning. Our comprehensive approach included brand mapping, category analysis, and a deep dive into the visual language of protein-enriched and better-for-you products. This research culminated in our positioning statement: “We help chilled dessert consumers who want a quick, but indulgent treat to experience a better-for-you product without sacrifice, unlike the current dessert offer our solutions are high protein in every delicious spoonful.” This foundation guided our creative development of naming and visual identity.

THE WHAT The brand name “Feel Good Puds” emerged as the perfect expression of the product’s dual benefits – pleasure and wellness. We developed a striking visual identity designed to capture attention through refrigerator doors, featuring mouth-watering photography that promises indulgence while reassuring consumers of the healthier choice. Breaking from the category’s typical muted palette, we introduced vibrant purple as a distinctive brand color, creating a backdrop that allows individual flavors to pop. The design radiates freshness and fun, appealing to new audiences seeking guilt-free dessert options.