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in a box

Goodness Me Box

After five fabulous years as Australia's #1 wellness subscription box, GoodnessMeBox wanted to revolutionise their branding and packaging design to drive sales and awareness with the emerging Gen Z consumer shopper.


As champions of goodness, it was important to create an "insta-worthy" iconic brand experience that embodied GoodnessMe's ethos of bringing the fun back to healthy living. 

Launched in June 2020, GoodnessMe Box’s new brand identity and packaging received over 1M organic social impressions in two months.

Brand Strategy, Identity Design, Tone of Voice, Packaging Design, Illustrations, Marketing Collateral, Styleguide

A human-centered Brand Discovery included the articulation of the 'GMB Woman' — bold, brave and leading the wellness revolution. This archetype
underpinned the empathetic exploration of the brand's personality and visual expression.

Bright, bold colours, hand-crafted typography, and bespoke illustrations paired with snappy headlines are encapsulated in the GoodnessMe Box brand design.

Specific consideration was given to designing a comprehensive Visual Identity system that could be easily activated by GoodnessMe's in-house creative team ensuring the ongoing integrity of the brand and business.


GoodnessMe Box's new visual identity and packaging design is purposefully crafted to connect with Gen Zs, and the Millennial Mama that loves insta-inspo for all things good.

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