Featured image for Reimagining Pickles With Good Girl Snacks' Gen Z Twist

Reimagining Pickles With Good Girl Snacks' Gen Z Twist

by Chloe Gordon on 02/22/2024 | 4 Minute Read

The pickle aisle of the supermarket, like most grocery store aisles, needs a makeover. There are a lot of pickle brands, but no packaging system feels fresh, modern, or wildly new. From afar, the pickle aisle looks like a sea of glass jars with chartreuse and blue lids. No brand really stands out, leaving all that pickled goodness melted together and creating a fermented cucumber packaging nightmare.

One recently launched brand is doing things differently, with a much-welcomed Gen Z-inspired twist. 

Leah Marcus and Yasaman Bakhtiar, two friends who met in college and were bonded by their Persian, Egyptian, and Tunisian backgrounds, founded Good Girl Snacks to bring the bold flavors of their heritage to pickle-loving Gen Z snackers.

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With a shared passion for those briny delights and an eye for emerging food trends, Marcus and Bakhtiar identified a gap in the market for pickle products that not only satisfied those with a salt craving but also resonated with the values of their generation. Scouring social media platforms like TikTok, they noticed a surge in popularity for pickle-centric recipes, yet the options needed more aesthetic appeal and clean, organic ingredients they desired. 

"The name of the product, 'Hot Girl Pickles,' is the most emphasized part of the label; Gen Z appropriated the 'hot girls eat pickles' sentence, which taps into this microtrend of the 'hot girl mentality' and the popularity surrounding 'girl dinners," etc. on social media," notes Marcus. "We wanted to emphasize that on our label due to the provocative and familiar nature of the name, and we did this by using a doodle font for the word 'pickles' to make sure it jumped out on the label."

Driven by a desire to create snacks that reflected their cultural heritage while catering to the preferences of Gen Z, Marcus and Bakhtiar realized they needed to bring their concept to life. Thus, Good Girl Snacks' Hot Girl Pickles was born. Combining the crunchiness of traditional pickles with a tangy twist, these pickles represent the two friends' focus on innovation and quality ingredients.

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"Our brand identity is playful and definitely follows a friendly tone, which is what we wanted to communicate with the doodles and fun colors on our label," shares Marcus. "Everything about the brand is made to be approachable, from our doodles to how we've been marketing the brand in our short-form content." 

But it's not just the flavors that set Hot Girl Pickles apart—the packaging differentiates the brand on the shelves. Embracing their playful and quirky ethos, Good Girl Snacks's packaging system, designed by Eloisa Blitzer, culminates in unexpected colors and illustrations. Each packaging element reflects the brand's personality and mission to disrupt the snack industry, from vibrant hues to whimsical designs.

In crafting their packaging design, they selected the Inter font to establish a harmonious balance amidst the vibrant and whimsical elements outlined in the brand guidelines. Embracing the fusion of clean lines and organic, free-flowing motifs, the design juxtaposed the structured elegance of the font with the carefree, hand-drawn script of "Pickles" on the front of the packaging system. The color palette deviates from conventional norms, further improving the distinctiveness of the brand's identity on the shelf. 

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The team further enriched their exuberant color scheme with nuanced tones, such as warm browns and soft yellows, strategically integrated to contrast the vibrant palette.

"Gen Z is obsessed with packaging and branding; they want to be spoken to and heard when a brand is targeting them—we feel the illustrations, colors, and name of the product are all aimed to tell Gen Z 'we hear you!' Doodles have always been a nostalgic element of media and culture for Gen Z and the pinks and blues we decided to use. That, plus the added trend of the 'hot girl pickle,' really ties it all together," Marcus asserts. 

Even the logo embodies the brand's ethos, with its cute and quirky aesthetic drawing consumers in and inviting them to break into a jar. Whether displayed on store shelves or featured in social media posts, the packaging is quickly recognizable and easily adored. 

As Marcus and Bakhtiar continue to expand their product line and reach new audiences, they promise one thing to their consumer—an unwavering dedication to providing Gen Z with snacks that are not only tasty but also culturally resonant. 

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