How do you create a product for impact? Quietly, purposefully and with heart. For GoodSAM, PBC, the answer was clear: “Be an ally for small farms.” The Challenge: Transforming a food brand into a movement that honours the heartbeat of agriculture. For GoodSAM, it wasn't about selling a product—it was about telling a story of resilience, sustainability, and community. The Approach: For us, the bigger picture was the heart of GoodSAM. We didn't just design a brand, but created a canvas that celebrates the people behind our global food system—small farmers from Colombia, Africa, South America, and Mexico. Our strategy was simple: - Prioritizing the narrative over the product itself through messaging - Shifting the spotlight from product to people - Use vibrant, authentic design that speaks the language of the land - Illustrations that support storytelling The Impact: By putting their purpose at the centre of the narrative, we helped build a bridge—connecting conscious consumers with the incredible stories behind every bite. I always look forward to these stories by Heather K. Terry the rest of the team who endlessly work to prove that every purchase can be a vote for a more fair food system.
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