GLOW UP, SPEAK EASY
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Goodgie, a new self-care brand, needed a voice to match its playful name and colourful products. Already set up with their visual identity, I was brought in to craft the tone of voice and brand story — something warm, witty, and impossible to ignore.

We landed on a vibe that was light but grounded. Think: less preachy wellness, more real talk from a bestie in a fluffy robe — making self-care feel fun, not forced.

Now, Goodgie speaks with consistency and charm across its products, packaging, and channels — showing that a little scrub can go a long, long way.