Norman Goodfellows

Norman Goodfellows has been a trusted name in the liquor retail industry since 1976, positioned as a premium brand that provides customers with the finest wine, spirits, malts, soft drinks, party services and gifts. Although a popular brand, Norman Goodfellows faced some challenges.

Being a retailer, the brand primarily co-exists alongside other alcohol brands, and was always seen as a secondary brand. The brand also didn’t translate well in the digital age, as the identity was initially designed for traditional print mediums. To resolve these problems, there was a need for a brand identity that would be more prominent, differentiated and easily translatable across all mediums.

To gain more dominance and visibility during co-branding, the new brand identity is designed with an evolutionary shift. This evolutionary design entailed incremental changes that significantly changed the brand for the better.

The new identity is more engaging, fun and clutter-free, with an enhanced colour palette of black, white and yellow. The Norman figure within the brandmark was designed to give him more prominence, allowing him to be used consistently on different backgrounds. A language was established for the Norman figure which portrays him as if he is speaking. The language is tongue in cheek to convey a brand that doesn’t take itself too seriously.

Inspired by a bottle shape, a golden thread information device ws designed which creates clear space for the brand to communicate. It also allows for techniques to deliver information, such as pricing and products in a clear and concise manner.