Gopuff, the fast-growing rapid delivery retailer launched its first (Retail Brand) private brand program in 2022, aptly called ‘Basically’, which includes everything from bottled water to batteries. Basically, whatever you need – they have it.

The Basically brand architecture is very clever. Colorful geometric patterning lays the groundwork for this capable and refreshing new brand. Each individual product has a strategic mix of colors and symmetrical shapes to reflect the product’s key attributes quickly, an essential brand characteristic for Gopuff consumers who typically shop via their mobile devices, on the go. The Basically brand introduces the brand name and product title together, as part of a well-known colloquial phrase, driving home the necessity of the Basically brand in a playfully direct manner – brilliant, right? As the name implies, there are no frills, just an intentional balance of everyday beauty and function.

The Los Angeles based agency Creative Pack joined forces with the Gopuff team in order to execute a successful packaging rollout of 26 Basically products with new and exciting products in the pipeline. Now available through Gopuff’s e-commerce platform.