Good Good Good is South African clothing project bridging the gap between tailored basics and modern streetwear. Locally and ethically made in a family owned factory, the brand encompasses a range of ready to wear basics, in a wide range of size options, aritist driven collaboration capsules, and seasonal high fashion ranges featured on sites like Hypebae and Highsnobriety.
I worked with owner Daniel Sher from the intial conception of the brand to create an identity that spoke to its streetwear inspired roots but still stayed true to its inclusive and unpretentious nature.
As the concept behind the label is pretty broad the design roll-out was simple and intentially quiet, using oversized vesions of the logo to form patterns and graphic architecture on packaging and photography while otherwise remaining simple and unobtrusive on garments to keep the basics basic and allow plenty of aesthetic room for experimentation with materials, styles, collaborative arwork and logo reinterpretations.
Identity Design | Art Direction. Product/lookbook photography courtesy GoodGoodGood.