It's all you need.

Gopuff, the fast-growing direct-to-consumer brand launched its first private label program in 2022, aptly called ‘Basically’, which includes everything from bottled water to batteries. Basically, whatever you need – they have it!

The initial rollout consisted of 26 Basically products, with lots of new and exciting products in the pipeline.

Brand Identity by Little Fury  |  Packaging Design by The Creative Pack

The Essential Kind of Brand.

Colorful geometric patterning lays the groundwork for this refreshing new private label brand. Each individual product has a strategic mix of colors and symmetrical shapes that illustrate the products key attributes – an essential feature for Gopuff consumers, who typically shop on-the-go via their mobile devices.

The brand name and product titles work in unison by leading with the colloquialism, ‘Basically’. This design system adds an instant playfulness to pack in 3 words or less – pretty brilliant, right? No frills, just an intentional balance of everyday beauty and function.

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