Goodies Beauty
About the Project
Goodies is a vibrant and playful perfume brand that offers delicious scents you just want to taste! Whether it’s the tart freshness of a lemon or the comforting warmth of vanilla, Goodies’ fragrances smell like something you could eat and are designed to make you smile and smell delicious at the same time.
Project Goals
As an emerging fragrance brand, Goodies needed a complete custom brand identity full of vibrance, youth, and nostalgia to connect with its millennial and gen z target audience. To match the food-inspired nature of the brand, they wanted custom packaging that could not only blur the line between food and fragrance, but do so in a mature way.
Goodies also needed a bold and immersive website to communicate the brand’s themes of yummy scents, feel-good vibes, inclusion, and fun. Our aim was to make the site easy to navigate while not sacrificing the brand’s fun and quirky personality.
The typeface is a round sans serif font that is clean and sophisticated while leaning into the brand’s fun side. We added movement and playfulness with letters that are jumbled throughout the logo. This jumbled feel is carried into the stacked version of the logo as well.
Rounded o’s are also a recurring theme, reminiscent of the yummy treats the brand embodies–inspired by cakes, cookies, pies, etc.
Finally, the ‘e’ is tilted up like an open mouth in the nostalgic Pacman shape. This subtle detail is familiar and easily recognizable to the brand’s target audience. There’s also a bite taken out of the ‘s’ to represent the yummy goods the brand produces.
The logo mark is a pared-down version of the main design, borrowing just the initial ‘g’ and taking a bite mark out of it.
The actual fragrance box is petite and portable, almost like a package of gum or mints. This lends to the overall “food” packaging feel. Several of these are designed to fit inside one larger “Goodies” box–gift sets for example.
For the main packaging, we imagined a “box of goodies” resembling the packaging you might find at a bakery. The side of the box also features a “Perfume Facts” label reminiscent of the “Nutrition Facts” labels normally seen on food.
Because the brand promotes sustainability as well, the “Perfume Facts” feature recycling instructions so customers can responsibly discard their Goodies after use.
Each Goodies box also includes a “How to Enjoy” insert, which details how customers can make the most of their “Goodies” fragrances.
The hero section of the site features a bold and quirky image of a woman sucking on a lollipop. Both the image and the hero copy “Scents you want to eat” aim to quickly communicate what the brand is all about while grabbing your attention.
Pops of color are used to showcase the brand’s featured products immediately, and we added fun CTAs such as “Gimme the goods” and “Explore the goods” to play off the brand’s name.
We maintained this playful and cheeky tone throughout the site, as well as the other brand materials.
We played up the “food packaging” idea by using actual images of food inside perfume bottle sketches. This adds a bit of quirkiness to the brand, showing they’re not afraid to blur the line between imagination and reality, or actual food and food-like scents.
Finally, menus are kept minimal so users aren’t overloaded with information. Careful attention was paid to how users will navigate the site. For instance, returning users might want to jump straight into the featured scents. However, new customers may be interested in trying samples first. This structure gives the site direction and keeps the brand looking clean and professional.
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