Not perfect. Better.
Brand Strategy
Website Design
Visual Identity
Art Direction
Social Media Advertising
Industry
Retail & Wellebing
Good Better Best started as an idea and a working name. Founder Angela Pacheco had spent years researching what goes into everyday products, and wanted to help people make better choices without the guilt. I joined at inception to build the brand and bring it to life, from strategy and identity to the shop window, the website, and the ads.
Growth in customers in 3 months
The challenge
The less-toxic living category had a look and a tone, and both were a problem. Competitors leaned “crunchy”: earnest, worthy, and often a little preachy. That puts off the very people who are curious but not yet converted. Good Better best needed to stand apart from the category and win over people who would never describe themselves as clean-living devotees.
The insight
GBB’s real asset wasn’t a product range. It was Angela: years of accumulated research, and the ability to explain it like a trusted friend rather than an expert talking down. The brand had to put her front and center as an advocate for better everyday choices. And it had to make the promise achievable: this isn’t about being perfect, it’s about being better.
The solution
We built a brand that is positive and joyful, warm enough to invite people in and credible enough to trust. The identity carried through the retail space, from window graphics to a store designed for community events, and into a website rebuilt around Angela’s expertise rather than a catalog. Advertising and social followed the same voice. With Angela positioned as the advocate, the brand opened new doors: TEDx talks, corporate speaking engagements, and a store that has become a gathering place for the neighborhood.