Uncle Goons

Not All Uncles Are Boring, Some Are Goons

We are NOT just a dessert brand. That’s the only brief our client gave us.

We don’t sell brownies; we sell excitement. (Weird? Not really!)

Our mission was clear: to disrupt the dessert scene with vibrant colours, addictive flavours, and a personality that’s as warm, welcoming and light-hearted as your favourite childhood memories.

INDUSTRY
  • Food Chain
  • Retail
  • Consumer Products
SERVICES
  • Brand Strategy
  • Brand Messaging
  • Brand Identity
  • Store Design
  • Brand Shoots
  • Campaigns
  • Brand Experience
  • Brand Positioning
  • Marketing Materials
  • Brand Collaborations
  • Social Media
  • Content & Creative
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And....*drumroll please* Uncle Goons Was Born!

He resonated with the child in all of us and took us back to our carefree childhood days. The inspiration was simple – 90s nostalgia set in an American diner. To reach the hearts of kids and adults alike – we gave shape to an experience that’s as layered as our desserts. With an iconic mascot, fun vintage-themed posters, product shoots with relatable props to the vibrant red, white and blue colour scheme – every detail was thought through. (over and over again, cause we like to hit the sweet spot)

What's Sweeter? Dessert Or The Community

Since its inception, Uncle Goons wasn’t just about what’s on the menu; it was about making everyone feel good. The sense of belonging that was evoked at every interaction, every bite and every badge. Yes, we set the stage for a (exclusively non-exclusive) community by handing out signature badges that made the customers the official ‘Goonies’. We set the stage for a sweet experience and all they had to do was ‘ask for it’. The badges came in handy when we launched our first outlet, featuring graffiti art designed by yours truly (Us!), with our trucking history and elements that were as loud and memorable as the flavours we serve.

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Not To Sugarcoat...

Everything Uncle Goons does is to make you excited about what’s to come. And of course, no visit to Uncle Goons is complete without the OG Spotify playlist, setting the mood for an experience that’s as sweet as it is unforgettable. It’s important to remember – at Uncle Goons, we’re not marketing the brownies; we’re selling joy.