Brand Identity & Personality
Gloop is a bold, indulgent, and playful brand that redefines the experience of sweet spreads. Instead of following the traditional minimalist look of nut butters or the nostalgic, homemade feel of cookie dough brands, Gloop carves out its own lane—modern, expressive, and deeply rooted in cultural relevance.
Inspired by late-night cravings, nostalgic treats, and the simple joy of eating straight from the jar, Gloop celebrates indulgence in its purest form. Whether spooned, spread, or swirled into desserts, it’s an invitation to embrace fun, flavor, and texture without hesitation.
The brand voice is fun, inviting, and slightly rebellious—positioning Gloop as more than just a spread but as an indulgent, feel-good ritual and treat straight from the jar.
Logo & Typography
Developed a custom logotype with an organic, gooey feel to reflect the rich, indulgent texture of the product.
Used stacked, playful typography to create a strong visual impact while maintaining a fun, effortless aesthetic.
Designed packaging with a high-contrast look, ensuring shelf visibility while evoking the satisfying, spoon-dipping experience.
Balanced chunky, melting-like primary typography with clean, legible secondary fonts for clarity in ingredient lists and product details.
Illustrated Character & Representation
Gloop’s packaging features a dark-skinned Black woman as its central character, placing representation at the forefront of the brand.
The illustrated character embodies indulgence, self-expression, and the joy of treating yourself, making Gloop feel more personal and emotionally engaging.
Food brands often overlook Black women in their visual storytelling—Gloop challenges this by making her the face of its brand, celebrating her presence in a fun and joyful way.
The character-driven storytelling adds warmth, relatability, and an identity that extends beyond the jar.
Insights: Research That Shaped the Brand
Market Analysis & Positioning
I conducted an in-depth analysis of over 50 spread brands, including nut butters, cookie doughs, and dessert spreads, studying their branding, market positioning, and packaging design.
Market Positioning → Most spread brands either lean into nostalgic, homemade aesthetics or clean, health-conscious branding, leaving space for a bold, playful, and indulgent identity.
Competitor Analysis → Many spreads use bold colors and fun typography, but they tend to emphasize minimal, clean branding focused on a few core ingredients, organic claims, or health benefits. While they use expressive illustrations, they rarely feature a central character, missing an opportunity to create deeper storytelling and emotional connection.
Consumer Behavior → People love eating cookie dough and dessert spreads straight from the jar, yet most brands don’t fully embrace or celebrate this behavior in their branding.
These insights led me to develop Gloop as a visually striking, culturally relevant, and personality-driven brand that transforms indulgence into an unapologetic experience.
Colour Palette & Visual Identity
Gloop’s colour choices are designed to reflect both the flavours and emotions behind the brand:
Warm, rich browns & caramels → Evoke cookie dough, warmth, and indulgence.
Soft pinks & reds → Feel playful and nostalgic, tying into strawberry shortcake flavors.
Bold oranges → Represent fun, confidence, and high energy, making the packaging pop on shelves.
Cream & beige tones → Keep the brand feeling cozy, natural, and inviting, balancing the bolder hues.
By combining bold typography, expressive illustrations, and a vibrant color palette, Gloop stands out both on shelves and across digital platforms, ensuring it feels modern, fun, and effortlessly shareable.
