The Goods Group is the parent company of The Goods Det and The Goods Cafe. With a tagline like "All Things Cool" they have to always be up and ahead with the latest trend, yet they felt like they were missing some touch of colours and youth in their old monochromatic brand identity.
We added key elements that give the brand versatility going forward, keeping in mind the really broad range of applications with 4 and counting child companies (The Goods Group also owns The Goods Diner and The Goods Shop). This includes 5 secondary colours and frame. Aside from its simplicity, boldness and solidity, frame was chosen as an element for its ability to hold to represent The Goods' strong tie with the local community where it has long brought spotlight to the growing industry of local fashion talent.
All photos displayed in the design and in the guidelines are taken by The Goods team.
Done as Studio 1212.
The stationery for the parent company is kept simpler with subtler use of colours on the edge of the business card.
Some applications for The Goods Dept and The Goods Cafe.
Menu for the cafe.