good routine
wellness foods
A natural extension of the Good Routine private label, by Secom
Secom is a trusted leader in Romania’s fast-growing food-supplements category, and its Good Routine® private label had become one of the names consumers reach for. As functional foods — everyday products formulated to do more than nourish — emerged as an adjacent, fast-growing territory, Secom moved to extend Good Routine into it with a dedicated sub-brand, Good Routine Wellness Foods. Brandient was asked to design the packaging system that would carry it.
The strategic constraint was continuity. Good Routine already owned real equity — a recognizable logo and a signature white master-pack that shoppers know on the shelf — and the extension could not read as a different brand. At the same time, functional foods make a different promise from supplements: where a capsule is taken on trust, a food is judged on what is visibly inside it. The design had to keep the parent’s recognizability while expressing transparency, naturalness and ingredient honesty in a way that felt native to the new category.
The answer was a hero-ingredient system. Each pack foregrounds a single ingredient through straightforward, natural imagery — a vibrant fruit, a humble powder — so a product’s quality and purity read at a glance. Beyond shelf appeal, the device does architectural work: across the more than fifteen products in the range, the hero ingredient makes the portfolio easy to navigate and leaves room for it to grow.
The result is a packaging system that bridges supplements and functional foods — unmistakably Good Routine, yet clearly at home in its new category — extending a trusted private label into fresh territory without spending the recognition it had already earned.
Client:
Secom
Industry:
Food and Beverages
Project type:
New Brand Creation
Date:
2025
Services:
Master pack and Packaging design
Brand Guidelines, Communication Design, Logo and Visual Identity Program., Brand Consultancy
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