Role: Brand & Digital Designer
Platforms: Brand, Packaging, Digital
Scope: UX, Visual System, Brand Identity

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Good Green was created with a single aim: to encourage people to eat more plants. Grounded in established scientific research, the brand is built on the understanding that human health and environmental health are deeply connected, and that reducing reliance on animal-based food is essential to the long-term wellbeing of both people and planet.

 

My design approach focused on engagement and retention through a calm, uncomplicated interface. While the challenge Good Green addresses is complex, the product experience deliberately isn’t. I designed the brand and marketing material to feel friendly, approachable and clear, removing unnecessary barriers and allowing the message to land without friction.

 

The visual language draws directly from nature. A deep forest green establishes a sense of calm and familiarity, while a vibrant yellow accent introduces warmth, nourishment and optimism. Photography focuses on the texture, colour and immediacy of plant-based food, grounding the brand in something tangible and sensory rather than abstract or ideological.

 

Good Green’s communications avoid exaggeration or moralising. The tone is measured, honest and informed. Knowledgeable without being didactic, confident without being loud. Rather than positioning itself as a trend or a quick fix, Good Green presents a considered alternative to conventional diets, one rooted in clarity, restraint and long-term thinking.