CASE STUDY
Chosen Foods Golden Dressing
Packaging concept and design for a goddess-inspired dressing line launching at Expo West 2019
The Challenge
Chosen Foods came to Mindsy with a clear brief and an immovable deadline: design the Goddess Dressing line in time for Expo West 2019, the world's largest natural foods trade show, with national and international distribution on the horizon. The packaging needed to appeal to health-conscious consumers seeking elevated flavors across a range of dietary lifestyles and bring the Goddess concept into a new era. The existing category was crowded with safe, predictable designs. This line needed to be iconic from first glance.
The Work
Mindsy developed a packaging concept built around a central creative conviction: each flavor deserved its own empowered female archetype, rooted in real goddess history drawn from both Greek and Indian cultures. The visual research went deep, surfacing the iconography, symbolism, and energy of each goddess to ensure the illustration felt earned rather than decorative. The result was a packaging system that connected stunning flavor profiles with a specific female presence, using artisan color, elevated illustration, and the symbolism of third eye energy to position the line as a culinary experience as much as a condiment. Every design element was calibrated for the elevated, health-conscious consumer while remaining bold enough to stop traffic on a trade show floor.
SCOPE
Aware
DELIVERABLES
Packaging concept development
Goddess illustration system
Packaging design across full product line
Marketing promotional materials
Launch collateral for Expo West 2019
The Shift
The Goddess Dressing line launched successfully at Expo West 2019 and went on to secure placement in Whole Foods, Sprouts, Costco, and Amazon, as well as international distribution. The iconic illustration system gave Chosen Foods a visual asset that travels across retail environments with immediate recognition, positioning the dressing as an elevated version of a timeless classic with the kind of shelf presence that drives both trial and loyalty.
In their own words
“Goddess packaging, beautiful illustration and design — you brought culture roots for aligning third eye energy with the Avocado as energy and power source of Chosen Foods. It is just amazing.”
Sioma Waisburd
Director, Chosen Foods