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


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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