Pouring with positivity
Craft brewery The Goodness wanted an identity that would express the brand's positive outlook and stand out from the crowd.
The team of five friends who founded the brewery were keen to avoid the masculine naming and visual codes common in the craft beer category and to create something more inclusive. Their brewery tap room is a fun and welcoming space that appeals to the whole community, from beer afficionados to families alike, and they wanted their identity to reflect this friendly and welcoming approach.
Our brand mark puts a welcoming smile at the very heart of the brand. The broad palette of bright but warm colours with bold graphics for each beer, brings to life the positive and upbeat names they had given their beers, making the brand feel fun, welcoming and accessible but underpinned by quality.
IDENTITY / BRAND WORLD / PACKAGING