Competitive Audit
Brand Strategy
Brand Identity
Brand Collateral


GoodWear is a startup retail company based in the Philippines whose mission is threefold; to promote the idea of removing the stigma of buying used clothes, support sustainability efforts in the Philippines by preventing clothing and accessories from ending up in landfills, and to serve the community through charitable contributions.


Even though we were tasked with both naming and visual identity for the brand, it’s important to separate the two processes to ensure the highest level of execution verbally and visually. ‘GoodWear’ was chosen for its direct description of the product, and how it encapsulated the three brand pillars.

The logo execution is based on the simple merging of the infinity symbol within the wordmark. The identity, along with a simple colour palette, was applied to various applications, including the website, business card, A-board, hangtag, merchandising, and packaging.

"Our intention for GoodWear was to give them a serious, established, and confident look, while also making the brand feel friendly and accessible. The bold logo, the restrained colour palette, and simple layouts help to accomplish both goals."

Leo Raymundo / Creative Director