GOODIES
Brand Identity
A perfume brand designed for a generation that relates to scent in a personal, playful way. ​For Gen-Z noses that care about mood more than rules, and identity more than polish. Goodies doesn’t ask you to be refined — it invites you to play, to mix, to wear scent like you wear an inside joke or a favourite hoodie.
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Goodies is joy with taste. Memory you can wear. A reminder that pleasure is allowed, and seriousness is optional.
THE BRIEF
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To design a perfume brand that feels light and approachable, without losing memorability. Goodies needed to step away from traditional perfume narratives and speak to a generation that values presence over perfection.
The challenge was to build a brand that celebrates enjoyment and curiosity — one that invites play, embraces imperfection, and makes space for joy without explanation.
​THE CONCEPT
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Perfume as a treat. Goodies takes its inspiration from flavours rather than formal fragrance hierarchies. Sweet, tangy, creamy, or sharp — each scent is designed to feel edible in spirit, familiar in memory, and surprising on the skin.
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The brand leans into joy and humour, treating perfume less as a statement and more as a companion. Something you wear because it makes you smile, not because it means something impressive.
Bold colours and hand-drawn illustrations, contemporary language that doesn’t ask to be taken too seriously. The system is designed to feel easy going and adaptable, allowing each scent to have its own personality while remaining part of a shared world.
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Rather than aiming for a polished look, the identity invites touch, play, and repeat interaction.
BRAND ASSETS
