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.
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.
Target Audience:
Age: Gen Z and Millennial women
Location: Anywhere
Values: Affordability, playfulness, quality, inclusivity, & sustainability
Brand Positioning:
The design strategically differentiates Goodies in the traditionally serious and aspirational fragrance market by embracing joy and nostalgia rather than exclusivity and sophistication. The playful aesthetic appeals to consumers seeking fun, approachable scents that spark happiness over conventional luxury perfume brands that take themselves too seriously.
Color Palette:
The brand's vibrant, saturated palette feels deliberately edible. Each hue evokes the juicy, aromatic quality of ripe fruit and sweet confections, blurring the sensory line between sight and scent. This flexible system allows each fragrance to claim its own signature color while maintaining cohesive brand recognition, giving Goodies endless room to expand their delicious scent library.
Logo:
The custom wordmark 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.
Brand Positioning
The design strategically differentiates Goodies in the traditionally serious and aspirational fragrance market by embracing joy and nostalgia rather than exclusivity and sophistication. The playful aesthetic appeals to consumers seeking fun, approachable scents that spark happiness over conventional luxury perfume brands that take themselves too seriously.
Color Palette:
The brand's vibrant, saturated palette feels deliberately edible. Each hue evokes the juicy, aromatic quality of ripe fruit and sweet confections, blurring the sensory line between sight and scent. This flexible system allows each fragrance to claim its own signature color while maintaining cohesive brand recognition, giving Goodies endless room to expand their delicious scent library.
Logo:
The custom wordmark 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.
Target Audience:
Age: Gen Z and Millennial women
Location: Anywhere
Values: Affordability, playfulness, quality, inclusivity, & sustainability