Good Grains Cereal

Originally approaching Gelcomm with a name, a product and an early idea for a Yeti on the packaging, the Good Grains founder, Cory Olson needed more than a simple refresh. With Expo West approaching, the team was tasked with developing a complete brand relaunch on an accelerated timeline.

The project began with a competitive audit and brand strategy phase, examining the cereal aisle and the growing consumer skepticism toward highly processed “better-for-you” products. From this research, Gel developed the brand’s messaging platform centered on transparency, simplicity, and real ingredients.

The resulting strategy reframed cereal not as a nostalgic indulgence, but as a category ready to be rebuilt from the grain up using minimally processed ingredients.

The identity system brings this strategy to life through a warm, confident visual language. Ingredients take center stage, highlighting distinctive elements such as organic khorasan wheat and simple corn puffs. A grounded color palette, tactile textures, and close-up ingredient photography reinforce the brand’s promise of real ingredients, real food, and real transparency.

To balance trust with personality, the team developed a playful character system inspired by mythological creatures, reimagining the brand’s original Yeti and introducing a narrative world that connects the brand with movement, joy, and discovery. These characters bring a sense of adventure and imagination to the brand while helping the packaging stand out in the cereal aisle.

Beyond packaging, Gelcomm designed and built a fully custom Shopify Plus e-commerce website, creating a digital experience that mirrors the brand’s warmth and clarity. The responsive design features a dynamic color system that adapts across flavors while maintaining accessibility, performance, and scalability.

The launch also included social templates, art-directed photography, retail sales materials, and the brand’s Expo

West booth experience, ensuring Good Grains translated consistently from screen to shelf to in-person debut.

The brand officially debuted at Natural Products Expo West, where it received 3 Golden Tickets from KeHE and became the first cereal brand to earn Non-UPF certification. Together, these milestones positioned Good Grains as a new challenger brand working to rebuild trust in the cereal aisle.