Brand Refresh Of SuperGood! By Derek&Eric Celebrates Baking and Creativity

Baking at home for friends and family is traditionally done out of love for friends, family, and snack-obsessed coworkers. Of course, it's a multisensory experience in the kitchen. We see ingredients blending in the waves created by stirring, whipping, and whirring; the aromas are a given. And as every home chef knows, you must taste as you go along.

Baking is also about creativity. Sure, kitchen math and science are involved, but everyone has a personal twist and take on cookies or cakes. Even when starting from a box—which is totally acceptable—home chefs can experiment and improvise by adding different spices and aromatics, fruits, chips, or nuts. Regardless, there are few rules when it comes to creating something delicious.

That sensory experience and being unconstricted by buttoned-down rules and convention are behind the brand refresh of Supergood! by agency Derek&Eric. 

Supergood! is a brand that breaks conventionality by offering baking mixes and snacks that are organic, gluten-free, and vegan. Classic flavors like banana loaf, pancakes, brownies, chocolate cake, and double chocolate chip cookies get presented in vibrant, dynamic packaging combining bright swirls of color with delightful copy and fantastic food photography.

“We wanted Supergood! to be upbeat, fun, and playful—all about the joy of baking,” said Alex Stewart, creative partner at Derek&Eric. “We want bakers to feel liberated and leave any worry behind as they create. The making should be as fun as the eating!”

The agency worked with super strategist Alex Smith at Basic Arts, who identified that the stuffy nature of the traditional bakery was off-putting for some folks. “His thinking around throwing out the rules helped us position the brand with a sense of freedom and remove the fear of getting things wrong," Alex added. "Rules can be scary, so we rally against them to help liberate people’s baking passion. It should be fun and messy.”

The new wordmark uses confident typography, and the whisk standing in for Supergood!’s exclamation point at the end adds levity. Watercolor-like swirls call back the baking process of mixing, and the watercolor effect bolsters the home-cooking aspect of the brand. Copy is playful, such as mix names like “Flippin' Lovely Pancake Mix” and “Soft 'n' Squidgy Chocolate Cake Mix,” but it also comes along with encouraging text that invites home bakers to “Top It,” “Remix It,” and “Transform It.”

Supergood! is available online, in major UK grocers, and select stockists abroad.