Goodies Beauty Inc.

Goodies is a fragrance brand identity that challenges the boundaries between indulgence and scent. Born from the idea that perfume should be as delightful as your favorite treat, Goodies creates fragrances that smell good enough to eat, from tart lemon candies to warm vanilla and fresh berries. The goal was to blur the boundaries between food and fragrance packaging while maintaining sophistication.

Multiple pink lip gloss tubes with the phrase "glossie" on them are floating above a bed of whipped cream and sliced strawberries.
A bottle of Skinceuticals skincare product with a red and white abstract design on the label, placed against a red and pink split background.

Brand Positioning

Black outline of the words 'goodies galore' in playful, bubbly font with small decorative splashes around some letters.
Black outline of the words 'goodies galore' in playful, bubbly font with small decorative splashes around some letters.

Target Audience:

Gen Z and Millennial women who value affordability, inclusivity, quality, and sustainability.

The custom word-mark logo celebrates playfulness through soft, bulbous letterforms that look like something you want to squeeze or taste. The details such as the juicy "bite" or melting drip effect reference both the liquid nature of fragrance and the indulgent, dessert-like quality of the scents.

Colorful sign with the word 'goods' in white lowercase letters on a yellow background, with a splash graphic above the text.
Close-up of a hand holding an ice cream cone with vanilla and strawberry swirl ice cream, drizzled with strawberry syrup, against a pink background with red and light pink text.
A young woman with curly hair, wearing a red and white checkered dress, holding a slice of orange and a strawberry, with pink text overlay.
Multiple pink and red boxes with strawberry and floral designs, featuring bold white and red text reading 'hello summer'.
Well-designed pink box with red and white swirling patterns, text indicating fragrance type, and a strawberry illustration with cream, on a red background.
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