The Good Biscuit Co. is a social enterprise that uses profits to benefit people struggling with loneliness. The brand presents an opportunity to contact someone who is going through a tough time, using biscuits and a hot cup of tea to break the silence and open up difficult conversations — one dunk at a time.

The packaging tells the whimsical story of three characters using the biscuits as balloons to help them in their personal struggle.

The playful logo embodies the brand’s ethos, reminding people of their ultimate goal while also highlighting keywords to attract attention across a shopping aisle.