GOODWIPES REBRAND 2025A Packaging System Designed to Scale.
I led the creative evolution of goodwipes internally working as their Senior Graphic Designer—refreshing the logo, building a bold color hierarchy, and creating a packaging system that unifies 64 SKUs.
The result is a vibrant, confident flushable wipe brand that stands out on shelf in the toilet paper aisle and looks like it belongs in Sephora.
Rebrand goodwipes to scale across all SKUs, stand out in crowded aisles, and stay recognizable to loyal customers—all within a tight timeline and manufacturing constraints due to tariffs.
THE CHALLENGE:
As Senior Designer, I led the rebrand from concept to rollout—refreshing the logo, building a scalable color system, and guiding leadership through key creative decisions.
MY ROLE:
The new branding elevates goodwipes into a beauty-adjacent self-care category, with a bold shelf presence and a flexible system built to grow.
Elevated the brand from functional hygiene to feel-good daily ritual:
Introduced a flexible packaging system that scales across 64+ SKUs
Created stronger shelf impact and stronger storytelling across channels
Gave consumers a design that feels as fresh as the product inside
THE IMPACT
The rebrand centers on a saturated, 4-color hierarchy per scent, creating a bold, unified shelf block. I established clear rules for logo placement, product name, scent, and attributes—ensuring consistency across all formats. A custom serif logo adds editorial sophistication, balancing playful tone with elevated self-care positioning.
goal: disrupt the flushable wipes category with design that feels as fresh as the product itself.
CREATIVE DIRECTION:
The new branding comes to life across packaging, retail, and digital touchpoints—creating a cohesive presence that scales.
packaging design – bold color-blocking and clear hierarchy unify 64 SKUs.
retail presence – strong shelf impact across major retailers.
digital assets – flexible design system extends to e-commerce and social.
future applications – ready for influencer mailers, photography, and campaigns.
