Goodwood is a woodworking shop specializing in building products for men's fashion accessories.
The flagship product is called the 'Tie Box', a box to display fashion accessories for the modern man. PB+J was lucky to be involved with the naming of Goodwood, the brainchild of our Account Director - Drew Jessup.
One sunny Thursday, over a round of Weihenstephaner our team discussed this unique business. We agreed that at the core, Drew was simply trying to provide a quality crafted wood product for displaying men's accessories. We tossed around a lot of names, but finally agreed that "Goodwood" didn't restrict him from creating other wood products, rhymed and had a slight...edge...to it.
Flexible Symmetry, Craft Quality
The challenge was leaving the innuendoes of the name untouched and creating a sophisticated mark that appealed to the generation and demographic the products were intended for. We got to work developing a brand that incorporated both an icon and a word mark for the Goodwood brand.
During ideation symmetry was a core aesthetic. We developed the wordmark typography to balance with one another, between each of the individual letters and the word as a whole, to create a mirrored effect.
With the brand elements finalized we moved into accompanying collateral material, such as business cards, product tags, and order forms. We continued the use of symmetry and structure through clean grid systems, but also introduced a rough type palette to bring the craft forward.