GoodFor

Brand Development | Tone of Voice | Copywriting | Advertising

The concept of a modern wholefoods refillery makes it convenient and kinda sexy to create a waste free pantry. I leapt at the opportunity to help create the GoodFor brand, because it’s a business model built on reducing, rather than generating waste. KP

At GoodFor, less is more. Copy is likewise simple and direct, with an uncomplicated brand tone of voice, making communication quick and clear. Headlines are a rallying cry – short, catchy slogans consistent across a range of touchpoints. As a start-up reinventing the bulk category, educating conscious consumers on what GoodFor does and believes is key.

Killer Poet worked with GoodFor's graphic style to give the copy a ‘soapbox’ activism to highlight the brand's outspoken stance on packaging, alongside the quality of its produce and service. It swerves preachy-ness by balancing serious sustainability with irreverence.