Goldfish Redesigned Identity and Packaging

Designing for the Kid in Everyone Goldfish has long been loved as a quintessential kids’ snack, but that strong association also limited its relevance with older consumers. We redesigned the packaging to modernize and simplify the brand, extending its appeal to a broader audience of playful, young-at-heart snackers without losing the qualities that made Goldfish distinctive. Research revealed that adults did not want Goldfish to abandon its childlike spirit. The smiling cracker, Finn (the brand's mascot) and the brand’s bright, optimistic energy evoked nostalgia, comfort and carefree fun. The opportunity was not to make Goldfish feel overly grown-up, but to express its playfulness in a cleaner, more contemporary way. We simplified and enlarged the Goldfish identity to create greater confidence and visibility on shelf. Finn remained an important part of the brand but moved into a more supporting role, allowing the iconic cracker and Goldfish name to take center stage. A clearer communication hierarchy, consistent packaging structure and vibrant use of color improved navigation while creating a more unified portfolio. The redesigned system gives Goldfish a brighter, bolder and more modern presence, celebrating the simple joy of the snack while inviting kids and adults alike to reconnect with their playful side.

From the original award submission.