Goody’s
Goody’s has been a Central Oregon icon since Marne and Marion Palmateer opened their Sunriver shop in 1984. Since then, Goody’s has embraced the magic of everyday celebration. When new owners David Bergman and Mark Strelcheck purchased the company in 2023, their vision for the legacy brand included a website refresh, an e-commerce platform, and an updated look and feel. That’s where Savy’s work began.
VISIT WEBSITELogo
Our design team refreshed the classic Goody’s logo with a modern touch, retaining its nostalgic charm while conveying a sense of quality and established presence. This subtle update still emphasizes the G while using a custom cursive font and iconography (ice cream cone, popcorn) as the apostrophe custom placements to resonate with both long-time fans and new customers.
Brand Voice
Establishing a brand voice ensures cohesion across all written brand communications. During initial discussions with the Goody’s team, we knew they had a decades-long brand that they didn’t want to change drastically. We established their voice as nostalgic, warm, and welcoming, with differentiators being their premium products, premium people, and local roots.
This internal document set the tone for future web and social media content, marketing, and internal communications.
Website
Goody’s handcrafted ice cream, chocolates, and gourmet popcorn have been staples in the local and visiting community in and around Central Oregon for decades. One of the main goals of the new website was to create a dynamic and responsive e-commerce platform so Goody’s customers could order chocolates, gourmet popcorn, and curated gift options nationwide. Our design team implemented a good amount of white space and let the product shots speak for themselves. The fun, memory-making photography, and PNW-centric look and feel helped to modernize the brand while nodding to its roots.
The user-friendly navigation focuses on popcorn and gifts first, followed by chocolates with an easily searchable megamenu for efficient ordering.
On-Site SEO & Copywriting
Goody’s SEO strategy needed to be related to their handcrafted treats and regional searches and compete with national e-commerce competitors like Garrett’s Popcorn. High-priority keywords were related to gourmet popcorn, handcrafted chocolates, and corporate/seasonal gifting options. Brand storytelling was also important, as Goody’s has a longstanding history of creating memories for locals and visitors of Central Oregon. We integrated this storytelling throughout the site to help establish the brand’s commitment to tradition and community.
The product descriptions were crafted with a conversational tone, highlighting the taste, quality ingredients, and emotional connection customers have with the brand.
Product Packaging, Collateral & Merch
Goody’s handcrafted treats are well-loved by customers near and far. The Goody’s team wanted to update the current popcorn and chocolate packaging to reflect the new branding. The goal was a luxurious look that looked as good as the treats within it. Whereas the prior packaging was unmemorable (and had changed with different owners), the new boxes and bags utilize the updated brand colors and logo for a clean, high-end look.
In addition to all product packaging, Savy designed and sourced marketing collateral and merchandise, including business cards, stationery, inserts, and signage that mirrors the website’s design, creating a cohesive brand experience. The warm, nostalgic, modernized aesthetic extends beyond the digital space, immersing customers in Goody’s brand story whether they’re browsing online or encountering materials in Bend or Sunriver.
Go To Market Strategy & Email Marketing
A multi-pronged approach was employed to generate excitement for the updated Goody’s. The go-to marketing (and 12-month) strategy aimed to increase brand visibility and engagement across social media platforms with paid search, grow an organic following across platforms, and reach new audiences through location-based marketing and targeted landing pages (product and seasonal specific).
This comprehensive approach also included targeted emails. Segmented lists allowed for personalized messages with special offers and sneak peeks at new products. Welcome emails introduced new customers to Goody’s story and enticed them to explore the website. Abandoned cart emails gently nudged customers to complete their online orders.
Ongoing Support
Concurrent with the new website launch, Savy’s design and content teams began ongoing support services for Goofy’s that included social media posts, email marketing, and collateral pieces. Just as the new website communicates Goody’s legacy of quality and community and lets the products be the stars, our ongoing services engage with customers, tell the brand story, and communicate value to community members and visitors.
