Goodman Fielder Food Service are custodians of some of Australia’s best known brands, including White Wings. Goodman Fielder Food Service were charged with taking this brand into the food service market for the first time.

Project Brief

Develop packaging for a Muesli & Oats range that relates to the foodservice market, while remaining integral to this time honoured and premium home-cooking brand. Develop recipes, imagery and collateral to support the market entry.

What we did: Packaging Design, Food Styling, Photography, Recipe Development, Collateral Development.


Bulk and Kitchen Savers sizes are intended for commercial kitchens. We worked with our cilent’s mood board to deliver a minimalist and contemporary style, perfect for this audience.

Portion control packs are directed at a consumer audience (buffets, room service etc) and really needed appetite appeal, resulting in a photographed version of the kitchen products – continuing the design story, but fulfilling on appetite appeal.

White Wings
White Wings

Product Brochure & Trade Presenter

We designed a product brochure and trade presenter to assist launch the White Wings products into the foodservice market. The collateral design is an extension of the packaging, reflecting the natural and neutral colour palette and strong graphics of the packs.

White Wings
White Wings

Food Styling & Photography

We chose indistinguishable white washed timbers and paint splashed marble to create a fresh, contemporary backgrounds. Earthen props and fabrics with warm toned food, coupled with fresh pops of fruit colour occasionally set this styling apart.

White Wings
White Wings oatmeal with egg and fruits
White Wings food styling
White Wings food photography
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