Guys want to look good and feel great, but they want straight-forward and effective products that give them confidence. CVS asked us to create a new men’s grooming brand that provides guys precisely what they want: simple yet good for you products—knowing that catching the attention of grooming-minded guys isn't easy.
We designed the brand from the counter up, including brand strategy, naming, logo, tone of voice, color, packaging design, and in-store experience. Goodline was born by bringing together the familiar barbershop aesthetic with simple, eye-catching, and modern design that appeals to guys today. Offering effortless impact with good for you ingredients, Goodline’s is a brand story with just the right amount of factual need-to-know ingredient information, with the wit and sense of humor to make it relatable.