Packaging Goodness

Well & Good was the biggest supplier of gluten free premixes in Australia. Their range of gluten and nut free cake and bread mixes are much loved by the coeliac community across Australia for their quality and taste.


Despite having great tasting products, Well & Good's ranging was limited and had a disjointed brand shelf presence in major supermarkets, under-performing in the independents. Coles had 3 SKUs, which were up for deletion. The brief was to revitalise the brand via packaging design.

Well & Good's products had always been about taste and indulgence, the challenge was that they needed Fluid to demonstrate that on pack. They needed allergy aware messaging to be front and centre of the packaging, featuring added 'free-froms' such as soy, nuts, dairy and egg.


Fluid conducted conducted market research and developed a brand strategy to address the insight that consumers felt the brand's uninspired packaging was letting-down the product. Underpinned by a new distinctive brand colour that helped make the pack more approachable and memorable, Fluid introduced gorgeous new food photography and a strong tone of voice to ensure the consumer experience post-purchase was just as engaging as the initial on shelf presence.

From initial shelf-presence to the phrasing and messaging of instructions, every detail was addressed to connect the committed and vocal community of brand advocates to the new brand positioning.


Upon completion, the brand’s distinctive new look saw the product range appear in 550 Coles stores Australia-wide, resulting in an increased run of orders, from 6,000 to 30,000 packs in a matter of weeks from launch.

Since launching the brand, the team has gone on to add a range of brand extensions from 3 initial SKUs to over 26 and moving into new categories including Mac & Cheese and meal kits, cementing the brands presence in supermarkets nation-wide.

Despite having great tasting products, our range had limited and disjointed shelf presence in major supermarkets, and underperformed in the independents. The Fluid team guided us through their agile strategic process, which gave us the confidence to completely revitalise our brand and packaging.

Shila Barak, Business Development Manager

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