Good One

The Warehouse, New Zealand's largest retailer, tasked Auckland-based agency Special with an ambitious goal: to develop an affordable yet appealing health and beauty product range that Kiwis would proudly showcase in their homes.

With a tight deadline, I helped craft the strategy for this private label initiative. Simultaneously, I explored potential brand names that aligned with The Warehouse's vision - ultimately Good One shone through.

Staying true to The Warehouse's ethos of inclusivity and kindness, our strategy culminated in the concept: 'We’re for Every Body'. This idea emphasises The Warehouse's commitment to offering Kiwis exceptional value without compromising on variety, quality or design.

The chosen name, Good One, epitomises this ethos, establishing a brand that is approachable, non-judgmental and accessible to all. A welcoming, friendly logo and distinctive colour palette further distinguish Good One within its category.

Since its launch, Good One has achieved record-breaking sales, outperforming expectations and solidifying its place in the market, underscoring our team's ability to create a brand that resonates deeply with consumers, reflecting The Warehouse's core values and commitment to New Zealanders.

Design: Special Design
Client: The Warehouse Group

Naming

Brand Strategy

“Working with Clare and her team across all elements of bringing Good One to life was an absolute joy!

The level of craft expertise and practical application that Clare brought to the table meant that taking Good One from conception, to design, through to how the product shows up instore, was a seamless and really enjoyable process. The end result, a brand which really excites and stands out at point of purchase, has seen the product flying off our shelves, with internal stakeholders and customers alike agreeing it is the most exciting thing The Warehouse has done for a long long time.

I would love the opportunity to work with Clare again in the future, she just gets it on all levels, and the results speak for themselves”.

— Rachel Hitchcock,
Chapter Lead, Marketing

Good One hair & body wash, conditional and hand wash. Showcasing naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Good One Hand Cream and Conditioner showcases naming, brand strategy, brand identity, and packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Street Posters for Good One health and body range. Naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Good One hair and body wash and hand cream showcases naming, brand strategy, brand identity, and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Good One body wash, shampoo, conditioner and hand wash bottles in coral and cream, showcasing naming, brand strategy, brand identity and packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Good One shampoo and hand wash - designed to be inclusive. Naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Intore POS for Good One health and body range. Naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Good One health and body range. Designed to be afforable and inclusive. Naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
Intore POS for Good One health and body range. Naming, brand strategy, brand identity and sustainable packaging design by Clare Buchanan with Special Design for The Warehouse Group for New Zealand.
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