Everyday
From the little things that bring you joy to the essentials that make life easier, we have everything you need to create a perfect start and set the stage for a wonderful day ahead.
Go for Good.
The Good Thing Company had already turned The Good Beach into one of the best-loved places in Lagos. Now it wanted a brand for everything after the beach: a marketplace that connects people with exceptional products and the creators behind them. The brief was intention. A brand that helps consumers and creators make meaningful choices, in every part of life.
We started a long way back, with patience. “Good things come to those who wait” made sense in a world where you waited for everything. Commerce today runs on precision, targeting and the instant. People no longer move through life in neat stages; they boomerang between needs. They are seekers. We met them in the research: Labake, buying for a baby whose gender she can’t tell yet. Korede, selling spaghetti since his UNILAG days and wanting more stalls. Lela, selling jewellery on Instagram and wanting a shop without building one. Consumers and creators, all looking for the same thing. We are all seeking good.
The tension
Patience was once an unavoidable part of living. Four industrial revolutions later the access barriers are gone. Good things come to those who know where good things are, and go for it.
Articulating Good
The idea
We refused to compare and superlate. Not better, not best. Good is a non-compete word: the thing you say with your hand when something is exactly right. And it expands without strain. Seek & Find Good. Seek & Create Good. Seek & Sell Good.
Tagline
The spirit of going for what you want. It had to work for consumers and creators alike.
The system
Find, Create, Drive, Be, Sell. Every vertical finishes the sentence.
Brand purpose
By connecting them to amazing creators and creations. We believe in the transformative power of creativity: the kind that sparks awe, ignites passion and enriches lives.
The identity
The a-okay gesture: good, perfect, fine. Simple, timeless, instantly recognisable, and it became the photography too. Recoleta for warmth, Geist for the modern spirit, and a palette led by orange and plum.
Brand expressions
Posters, stores, merch, the app and the motion that gave the brand its play, gathered vertical by vertical. The identity gave us the spark to create without limitation or fear.
Good Village
Good was never going to live only on a screen. Good Village in Lekki and Good House in Ikeja made the brand a place you can walk into, somewhere to enjoy a good life and a good time with other people.
We gave the Village its own green while keeping the Good orange at its core, and a way of seeing to match: a good time with yourself, with a close one, with family and friends, with a crowd. The glasses meeting in the middle are that idea in motion.
Brand architecture
Each vertical keeps the hand and the word, then takes its own shape. Good Pop’s mark is the shipping container its pop-up stores are built from. Good Village and Good Market go green, for community and for health. Good Online is simply Good: today a marketplace of Nigerian creators, curated Lists and Good Originals, delivering across Lagos.
Just “Good”. The hand and the word.
The result
Acknowledgement
Founders, The Good Thing Company
A brand like this needs founders willing to be plain about what it is for. We are grateful to Yomi Adedeji and Seindemi Olobayo for letting Good be good enough, and for backing it from the beach to the city.
Credits
