OVERVIEW Founded by Elizabeth Toogood, Good&Co is a boutique New Zealand luxury fashion accessories brand. Best known for their premium silk and linen scarves, the company has recently expanded its product range to luggage and jewellery, remaining the industry leader in the luxury scarf market in New Zealand and Australia.
Brand Strategy
Creative Direction
Corporate Design
Branding
Web Design
Advertising
Art Direction
Social Media Management
Shopify
UI & UX
Client
Good&Co
Outline
In close collaboration with Elizabeth Toogood, the founder of Good&Co, I developed the foundational branding concept, formulated the strategy, established positioning, developed the graphic identity, and delivered the entire branding system, including the website, packaging, and ongoing art direction.
Packaging
I created a set of high-end retail packaging options, including magnetic fold boxes, jewellery boxes, and button string envelopes, all with a signature snakeskin texture and gold foil stamped logo, creating a strong brand image and reinforce brand recognition.
Photography
Art Direction
Art Direction
As part of my work with Good&Co, I assist with art direction for seasonal campaign shoots on an ongoing basis. The tasks include campaign ideation and mood boards for seasonal lifestyle and product shoots in New Zealand and abroad.
NZ Fashion Week BTS
I was tasked to produce a series of behind the scenes photographs to be used for social media and to document Good&Co’s participation at the New Zealand Fashion Week showcase in Auckland.
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