Context: Goodness is a New Zealand skincare brand, sold in retailers throughout New Zealand and globally through e-commerce. All of the products are Vegan, Cruelty Free, contain Natural Plant Actives and packaged sustainably. These features have made Goodness a well-respected skincare brand for the Gen-Z consumer.

Brief: Over the two-year period of working with Goodness, I refreshed the brand with a dynamic, inviting, on-trend digital rebrand, aimed to resonate with its Gen-Z consumer base and remain relevant in the ever-evolving digital space. It included an innovative approach to redesign elements through photography, colour, graphics, website design and in-store merchandising. Below is a selection of creatives I produced for Goodness.