At BuzzFeed, their robust lifestyle brands excelled in views and had huge audiences, yet they needed to catch up in potential revenue. In 2016, when I joined BuzzFeed Commerce, we were assigned to rebrand and find new revenue streams for all these brands. After rebranding Tasty (their cooking brand and jewel in their crown), we had a blueprint to rebrand and monetize Goodful, their health and wellness property.
Designed in-house at BuzzFeed, NYC
MONETIZING A HEALTH & WELLNESS BRAND
Goodful's mission is to help people live healthier, happier lives. It combines intelligence and intuition and is rooted in generosity, empathy, and respect for people's time and money. We needed to stay close to these core values and use them as a North Star for everything we made. Our design teams worked closely with the editorial, tech, and licensees to work out how to best take this brand to the next level.
THE REBRAND
Teaming up with lettering artist and designer Isabel Urbina, we revamped the wordmark for added motion and elegance. Our design efforts split into two streams: the first focused on brand identity, crafting a fresh typography system, photography, and illustration styles. Simultaneously, the second team tackled packaging and retail designs for upcoming product lines.
PHYSICAL GOODS
Teaming up with licensees, industrial designers, and our retail partner Macy's, we curated a well-being product line. Macy's launch highlighted goods fostering mental and physical health, spanning cookware for healthier eating, charcoal-infused sheets for better sleep, and eco-conscious reusable vessels.
PARTNERING WITH ESTABLISHED BRANDS
Through BuzzFeed’s licensing partnerships, this carefully curated line includes household items created by four premier manufacturers: kitchen electrics powerhouse Cuisinart, textiles giant Welspun, kitchenware leader Epoca and the global leader in the rapidly expanding in-home garden system category AeroGarden.
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Designed at
BuzzFeed Commerce, NYC
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Creatives
BuzzFeed in-house team
Devon McGowan
Isabel Urbina,
Mike Tabie
Michael Killian -
Photography , Videos + Animation
BuzzFeed in-house team
Freddy Arenas -
Illustrations
Ivy Tai
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Product Design
Adam Paskow