Good Feeding


Good Feeding believe establishing healthy preferences at the very beginning develops positive lifelong eating practices and fights the good fight against childhood obesity. From healthy beginnings comes healthier lives, it’s the start we all deserve.

Their feeding programme, Go Well, helps take baby from first flavours through to adventurous eating in six simple steps.  Designed to expose infants to different tastes and textures, Go Well helps deliver what’s best for baby and provides peace of mind for parents – all delivered to your door.

After developing the strategic brand platform and naming, we designed a flexible system, one that was friendly, approachable and simple, not cutesy, cheesy or naïve, as is often seen across the baby food category. Our logo represents fresh new starts through a sprout shape, a spoon that feeds and nurtures and a continuum of care and regeneration. Our photography captures the goodness of the programme, from farm to plate, without the fuss.

Good Feeding has now launched a pilot scheme in the USA, with plans to expand globally across the UK, Australia and New Zealand markets.


Brand strategy, naming, visual identity, packaging, communications.