The Good Source

Brand Visual Identity & Packaging Design Project

Project Overview

The Good Source started as a small wellness brand offering balms, which I had the chance to design. The balms received amazing feedback and really connected with customers in the way the brand wanted to feel — approachable, caring, and thoughtful. Later, Ms. Juvy, the founder, wanted to scale the business and expand into facial cleansers, sun defense lotion, and soaps. At that point, there was no unifying branding to tie all the products together, so she asked me to create a cohesive identity that could bring everything under one mother brand.

Project Goal

The goal was simple but important: build a brand that feels connected across every product, communicates empathy and self-care, and resonates with women who are busy with their careers or managing households. These are women who understand the value of self-care and are willing to invest in high-quality products. The brand needed clarity, cohesion, and a visual identity that could scale as new products were introduced, while still feeling personal and approachable.

How We Created the Solution

Before diving into design, we focused heavily on strategy. This included defining the brand positioning, messaging, tone, personality, characteristics, and archetypes. We also looked at market and competitor analysis, product-specific messaging, keyword research, and visual/art direction through moodboards. Every decision was intentional to make sure the mother brand could guide all current and future products.
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For the logo, we kept it simple but meaningful. The reaching hand represents empathy, while the five leaves symbolize the self, family, friends, strangers, and the living world. Together, the logo embodies confidence and self-care — the heart of The Good Source.

Once the mother brand was established, we rebranded the balms to match the new identity and created packaging for the new products. The response from customers was overwhelmingly positive, and the brand also received recognition from high-level directors across various industries.

The Good Source Facial Cleanser and SunDefense Lotion

Now, we continue to work on their social media marketing and brand strategy, helping The Good Source break into a competitive market while staying true to its core values. The project is a full-circle collaboration, combining strategy, design, and storytelling to help a small brand grow into something meaningful and impactful.