D*MN GOOD, is the new name and brand of indulgent plant-based cookie business previously named Raw Bake Station. With a mission deeply rooted in empowering individuals to embrace their worthiness and feel D*MN GOOD in their own skin, the brand, designed by London creative studio Uncommon, is set to redefine the snacking category.
The D*MN GOOD mission is fuelled by the personal journey of founder Evie Waxman, who triumphed over a troubled relationship with food in her youth. Recognising that 70% of people struggle with body image and low self worth at some point in their lives?, D*MN GOOD is on a mission to combat these demons and help repair young people’s relationship with food & their mental health.
Waxman and the business is part of the UNREST accelerator, an accelerator that supports mission and impact based businesses. It was on this scheme that she was partnered with Uncommon to redevelop the brand. A big decision made by Waxman to do a complete revamp but the founder felt it was important, to be more aligned with her personal mission to raise awareness of mental health around food. 9 months in the making and today, D*MN GOOD was born and launched.
The team at the London based snack business has been working hard over the last 9 months innovating every cookie in their range, maintaining 100% plant-based, free-from, and clean-label qualities, ensuring a focus on flavour. The D*MN GOOD cookie ranges currently includes:
Chocolate Orange and Ginger (HFSS compliant & Great Taste Award winning)
Salted Double Choc (Great Taste Award and Great British Food award winning)
Vanilla & Chocolate (HFSS compliant)
Honeycomb & Chocolate (nut free)
Evie’s commitment to challenging toxic thoughts led to the creation of D*MN GOOD, and the brand’s approach is characterised by vulnerability, openness, and a mission-aligned approach.
Evie Waxman, founder of D*MN GOOD commented: “We’ve reinvented ourselves to be truly D*MN GOOD in every way! We’ve changed our name, brand, packaging and product, but fundamentally we’re on the same mission, to kick toxic diet culture’s ass.“
Rosie Cross, strategy director at Uncommon Creative Studio, added: “We were really excited to work with D*mn Good as their brand stands for so much more than health; it’s a call for everyone to reject unhealthy diet culture and remind themselves of their self-worth. D*mn Good needed an identity that stood out in the health-foods space, against the all-simple, all-natural norm. Working collaboratively with Evie, D*mn Good’s Founder, we were inspired by the angel and devil voices in our heads that hassle us when we try to eat healthily. We flipped this trope of the bad voice in your head into a positive through cute devil characters and a vibrant, powerful brand identity that adds some punch to the health food aisle.”
The launch of the new brand marks a significant milestone in the company’s commitment to promoting a healthier relationship with food and oneself. It’s a call to action for everyone to embrace their inherent worthiness and say, ‘I’m D*MN GOOD no matter what!’. There’s a call to action on the new packaging, that ask consumers to check in on their loved ones and remind them they are D*mn Good enough. The devils on the pack represent that people all have an inner demon or critic and they need to embrace them to free themselves from their fears – also it’s a reminder that they are not alone.
Globally, consumers eat at least one snack for sustenance a day and one for indulgence (Mondelez), with the main drivers for snacking being physical health and emotional health (Mondelez). However, eating disorder cases have doubled in the last 5 years, and 1 in 3 under 18 year olds suffer with low self worth and mental health issues. Now more than ever, the industry needs more brands speaking out on this topic, and D*MN GOOD is leading the charge.
The brand has also launched a new campaign; ‘Sweet it forward’ – a purpose built gift box designed to be gifted to your loved ones who are having a bad day and need a pick me up, need reminding that they are D*mn Good enough. Much like the Pay it Forward coffee campaign, D*MN GOOD is creating a love chain of acts of kindness. You can personalise a message for the inside of the box but the messaging on pack is geared to give anyone a boost.
For more information about D*MN GOOD and their range of empowering snacks, please visit www.dmngood.co.uk, or you can find their cookies in Co-op, Daylesford, Ocado for £1.60 and can be found at select stores in UAE and Kuwait.
