BuzzFeed’s lifestyle brands had massive reach but limited revenue. In 2016, as part of the Commerce team, we set out to rebrand and build new revenue streams. After the success of the Tasty relaunch, we turned our focus to Goodful—BuzzFeed’s health and wellness property—to turn its values into a scalable business.
Designed in-house at BuzzFeed, NYC
THE REBRAND
Working closely with the editorial, tech, and licensing teams, we grounded the rebrand in Goodful’s core values: generosity, empathy, and respect for time and money. We collaborated with lettering artist Isabel Urbina to redesign the wordmark with elegance and energy. Our work is split across two tracks: one focused on identity, typography, photography, and illustration systems, and the other on packaging and retail assets for upcoming product lines.
PHYSICAL GOODS
We partnered with Macy’s and top manufacturers—Cuisinart, Welspun, Epoca, and AeroGarden—to create a range of well-being products for the home and kitchen. From cookware to charcoal-infused bedding and in-home garden kits, the line promoted physical and mental wellness. Each product is aligned with Goodful’s mission to make healthier living more accessible.
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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