Southern Goodness, Gourmet Taste. Meticulously crafted gourmet bites to fit your mood.

Finicky Foods


Stemming out of a love for made from scratch Southern recipes from childhood, Finicky Foods makes meticulously crafted gourmet bites to fit your mood. Driven by all things local and community focused, the company shares its passion for flavor and the comfort and happiness that its food brings.

Mindful & Good was hired by Finicky Foods as a design partner in helping create a comprehensive branding system that evoked the company’s passion and expertise for locally sourced and handmade food. The approach stems from the founder, Jessica, and her childhood of growing up on Southern food, making it from scratch and it becoming a bonding ritual with family and friends. The custom logotype is charming and warm but refined with an attention to detail. This portrays what Finicky Foods stands for – cultivating food and community – through each and every hand crafted product. Paired with the thoughtful approach for North Carolina symbols, the modern logomark icons and juxtaposition of them, tie in the history and roots of the brand while carrying it into the future of convenience and comfort. The warm red color signifies delight, appetite and passion. The kitschy tag lines and graphic elements throughout each concept add a little sass, just like its founder Jessica. Someone who has a discerning and meticulous palate but is fun and delightful and not to be taken too seriously. You walk away with a feeling of happiness and joy after being surrounded by her hospitality, the loving friend circle and really good food. “Simply joy on a plate.”

With the help of the branding, new packaging and business guidance from Mindful & Good, Finicky Foods was able to grow its business and expand distribution into several wholesale accounts and specialty retail seeing a 200% increase in profits in the first quarter.

Mindful & Good helped Finicky Foods with a sustainability strategy, branding and design for their printing and packaging to ultimately lower their overall environmental footprint and waste. Through our branding services and brand strategy, we helped the client integrate better sustainability focused practices within their business operations and sourcing. We helped the client to switch to compostable plastic and glass to reduce 100% in plastic waste generated from their old packaging. And convinced them to join Got to Be NC and 1% for the Planet to give back to local environmental causes that are near and dear to them.

“Mindful & Good has extreme attention to detail and a keen sense of design when it comes to unveiling your company’s true identity and transforms that into a brand. I am immensely pleased with every step of the process – from start to finish – as well as the final project complete with a brand identity, sub marks, color palettes, sustainable packaging design concepts and brand story. Highly recommend to anyone looking to propel their brand and business forward.”
– Jessica Gaddy, Founder, Finicky Foods

Brand Strategy

Client: Finicky Foods
Design Director & Designer: Rachel Martin

Recyclable Packaging
Sustainably Sourced Ingredients
Woman Owned & Operated