Goop - Brand refresh.

For this project, I was tasked with revitalising a brand's identity and direction. With new ownership and fresh ideas on board, the existing logo and brand identity needed an update to align with an evolved vision and product offering.

After a comprehensive research phase, which included analyzing competitor brands and their presentation in major retailers, we concluded that a complete rebrand was the best approach.

The brief focused on three key areas: refreshing the Goop logo, showcasing the new identity on the core puncture preventative product and envisioning how the brand could be extended across future products. This involved exploring new colour palettes and textures to create a cohesive, modern aesthetic.

The final result was highly appreciated by the client, sparking enthusiasm among the leadership team to pursue the brand’s growth with renewed energy and direction.