Good Natured Basics
2020
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 60s—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.
