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.
Reach the market
The Goodwood e-commerce site embodies the persona of the Goodwood brand. Tongue-in-cheek comments explain the use for the tie box, while black and white photography with a subtle addition of the Goodwood brand colours give the website a high fashion presence.
The handcrafted but refined nature of the Goodwood brand and product encouraged us to capture the Tie Box in both a controlled setting and ‘natural’ setting. We were invited to the Goodwood workshop to document the environment these unique wood products are created in and also shot in a studio lit setting for product photos for use on the website.
A good brand, for a good product
As a team we were happy to help Drew launch his new brand, and by diving into what this product represented and would do for Goodwood’s customers, we were able to successfully show the beauty and artistry of this sophisticated product.
This project was Drew’s passion and so it was our’s as well. We wanted to create a brand that would carry his hard work into a flourishing business, and since the launch of the e-commerce site Goodwood has been busy filling orders.
Get in line, cause hand-crafted takes a while!
Goodwood is producing beautiful handcrafted products and our job was to create a brand and site that matched this quality. If you're looking to brand a product or business, or looking to stand out in a digital market, our creative team will make it happen.
Have more questions? Get in touch.