Gopuff - Tom Brady GOAT Gummies

WKND HRS partnered with Gopuff to bring GOAT Gummies, a new CPG product created in collaboration with Tom Brady, from concept to nationwide launch. Working across creative direction and product design, we helped develop the product's visual identity and packaging, creating a distinct look and feel that brought the partnership to life on shelf. From the initial creative development through final production and launch, WKND HRS helped turn the collaboration into a tangible consumer product, combining Gopuff's retail platform with one of the biggest names in sports. The product launched nationwide, bringing the Tom Brady partnership directly to consumers.

Client: Gopuff
Category: Creative & Design
Services: Creative Direction, Brand Identity, Product Design, Packaging Design
Year: 2025

Snack like a GOAT. We built the identity and packaging for GOAT Gummies, Tom Brady’s organic, vegan gummies, launched only on Gopuff on June 4, 2025.

The Product

Organic, vegan gummies made in France with real fruit and no artificial sweeteners, dyes or flavors, in three mixes: Sweet Rush, Sour Burst and Tropic Fusion.

The Partnership

GOAT Gummies grew out of Brady’s multi-year partnership with Gopuff. Brady worked on the flavors, textures and ingredients, and the launch film pitted Organic Tom against Artificial Tom.

The Job

Creative direction, visual identity and packaging, from the first concepts to a pouch range in orange, lime and pink.