Only Good – Hand & Body Wash
API wanted an ethical, premium, affordable brand to stand out in the highly competitive personal care aisles of New Zealand’s supermarkets. Only Good began with a body wash and hand wash range aimed at the busy female household shopper, who wants it all – products that satisfy functionally and brands that satisfy emotionally, helping them to have a clearer conscience and to even improve their social standing. The range needed to feel like an indulgence, make her feel special, and house-proud.
Our high-end department store aesthetic drives preference in a busy category. We combined ecology and luxury in a distinctive product instantly recognised and understood by consumers. The amber bottle; apothecary cues communicate natural. The label; beautiful yet simple to not complicate key messages. The colour palette; fits seamlessly in the home. We shifted the category language of mainstream personal care to a visual language about indulgence, so consumers have a new experience in the home.