Only Good

What a beauty this “Only Good” collection is! The gorgeous branding, beautifully executed by design agency Milk, is elegant and premium.

The brief that Milk received from the client API was - in the words of the agency- “To deliver an eco-friendly, ‘department-store-type’ brand into supermarkets at an affordable price.”

Moreover, other key deliverables were to look & feel desirable as an everyday indulgent range and to communicate the values of the brand in a simple, quick and clear way - hence the choice of the name “Only Good” as a key to communicate the no-compromise approach.

“‘Decor appeal’ is important – sleek amber bottle, simple design, and strong use of typography make this a pack that can be proudly displayed in the bathroom. A more natural high-end aesthetic. “

“Copper foil applied to the name adds a high-end element, without the baggage that comes with elitist gold foil. Its colour is also echoed in the benefit messaging. Back of pack copy reinforces the assurance of making the right choice and emphasises the sensory experience through descriptions of the essential fragrance blends. The stock has a premium textural quality, that is also resilient enough to live in the shower without degrading.
We also led with a suite of symbols that clearly and honestly communicate the natural and ethical ingredient benefits. Despite premium, department store ingredients and design cues, the range offers exceptional value for money, so this was all achieved on a budget."

Love the use of foil and of the typography on the beautiful colours of the palette. The graphics make a difference on the supermarket shelf and are a joy to look at!


Designed by Milk

Client: API Consumer Brands

Country: Australia