GOOD NATURED BASICS

2020

OVERVIEW

Working closely with the UO Men’s team, I designed the brand identity and packaging for a new, eco-friendly basics line. We outfitted the product in 100% recycled paper pulp packaging with a bright hit of Eco Green. From the custom typeface I designed for the packaging to our lil brand mascot (his name is Urbie!), we created a material-centered brand story that is fun, earth-friendly and full of personality.

This project was especially cool as the the men’s team worked extensively with Arvin Goods to create an exclusive-to-UO fabric blend for the socks and boxers made from modal and 100% recycled cotton scraps—all saved from landfills.







CUSTOM TYPE

Custom typeface created for Good Natured Basics. This friendly reverse contrast serif was designed to add some warmth and imperfection to the otherwise structured packaging system. Inspired by the ultra rounded, funky serifs of the 70s—but if one had a baby with one of the new reverse contrast slab serifs that are currently trending in the design world.


GOOD NATURED MERCH

The brand illustrations were also carried into a number of limited edition merch items, like the Happy Flowers tee and the standard Urbie tee. All tees are 100% recycled cotton jersey tees. Shop the capsule here


Designer: Kasha Killingsworth
AD: Wesley So
CD: Daniel Kent
Men’s Collaborator: Malachi Shockley



FILE UNDER  IDENTITY, PACKAGING, ILLUSTRATION, CUSTOM TYPEFACE