Industry
eCommerce
What We did
Brand Narrative, Visual & Verbal Brand Identity
Starting with Good intentions
The Good Co. sought to create a brand that inspires people to pursue a life filled with quality and purpose by connecting them with exceptional products and creators.
The challenge was to develop a brand identity that conveyed this sense of intention, encouraging both consumers and creators to embrace meaningful choices in all aspects of life.
Getting into it
We explored The Good Co.’s core audience—modern seekers who value creativity, intention, and quality. Our research revealed a shared desire to access products that elevate life, driven by a curiosity to find “good” in all its forms.
This insight became central to The Good Co.’s brand, inspiring a narrative that invites everyone to embark on a journey to discover meaningful experiences and connections.
Brand Strategy
Our strategy for The Good Co. centers on the call to “Go for Good”—encouraging a spirit of purpose, discovery, and ambition. This narrative positions The Good Co. as more than a marketplace; it’s a space where seekers and creators come together to find, share, and celebrate extraordinary products and stories that enrich lives.
The brand empowers people to actively pursue what matters to them, transforming everyday purchases into purposeful choices.
The Brand Identity
It was important for us to create an identity that anyone could relate to, one that everyone could make by the gesture of their hands, saying “good”, “a-okay”, “perfect”.
Doing this we were convinced that we had created something so simple, timeless and easily recognisable by their customers.
The Good Co.’s visual identity is bright, inviting, and dynamic. Using a vibrant color palette alongside clean, modern typography, the brand captures the spirit of discovery and excitement.
Sub Branding
To deepen The Good Co.’s reach, we developed a sub-branding strategy that tailors experiences to specific interests while keeping a unified brand identity. The main sub-brands include Good Online (referred to as just “Good”), Good Pop, Good Village, and Good Market, with more planned for the future. Each sub-brand offers unique experiences—from online discovery and pop-up events to community villages and markets—allowing The Good Co. to engage users with targeted experiences that all reflect the brand’s commitment to quality and meaningful choices.
Brand Expressions
The identity gave us the spark to create without limitation or fear. It became so nuanced with the kind of persona the brand deserved – free spirited and deserving of all the Good the world had to offer.
The Result
Just before its closure by the Nigerian federal government to make way for a coastal highway, The Good Beach—the first brand launched by The Good Thing Co.—had already become a cultural phenomenon. Attracting an estimated 600,000 visitors annually, it was one of Lagos, Nigeria’s top tourist destinations and a go-to for lifestyle and leisure.
Despite this setback, The Good Co. remains steadfast in its mission to create a destination for purposeful commerce. With a message rooted in authenticity and intention, the brand is once again capturing the hearts of a community of seekers and creators. By fostering an environment that promotes intentional choices and meaningful connections, The Good Co. is redefining what it means to “Go for Good.”
