Branding // Print // illustration
Groovy are a fun company with a lively ethos, and that is what the brand needed to be. At the centre of their world is Mr. G (or Groovy to his friends) and this engaging character drives the brand together with fun illustration and copy (simdlt.com).
At the heart of the Groovy product range lies Agave Nectar, and as a key ingredient in both the marinades and dressings, its design elements were developed for the other products. The Agave Nectar is sourced from Mexico, and it was important to retain a link to its heritage while expressing the fun-loving personality of the Groovy brand.