A ‘Good One’ for The Warehouse and Special

The Warehouse’s new health and beauty range, ‘Good One’, hopes to bring quality locally made skin care products to Kiwis, while giving back to a good cause at the same time.

Last week, it launched ‘Good One’ with the help of creative agency Special, who created a vibrant brand design that embodies the product’s values and identity: it’s cruelty-free, made in NZ with local ingredients and gives back to the Women’s Refuge.

Special Design Director Clem Devine says, “Every design element of the brand reflects its Kiwi vernacular name, highlighting its down-to-earth and inclusive ethos. Good One aligns seamlessly with The Warehouse’s brand positioning, emphasising its connection with customers and commitment to the planet and community.

“Good One’s vibrant, energetic and intentional packaging has been created so everybody can have thoughtful and beautiful products for their home.”

Special’s strategic approach ensured the efficacy and success of all design elements, showcasing their strength in collaborative projects. The partnership successfully produced an affordable yet thoughtfully created brand and product with a clear goal to cater to the desires of everyday Kiwis.

Phoebe Thomas, Health and Beauty Category Manager at The Warehouse, shared her enthusiasm for the collaboration on the project, saying, “We partnered with Special to develop the strategy, naming, identity, packaging, copy and in-store experience and Special quickly understood who The Warehouse is, and how we wanted this range to show up for our customers.

“The Good One range is designed to deliver value with a strong brand purpose – it is kind to skin but also to wallets. Good One is cruelty-free, made in New Zealand using native ingredients such as Kawakawa, and gives back to Women’s Refuge. 

“Special has perfectly encapsulated these guiding principles through design. Working in partnership with the Special team has been a breeze,” says Phoebe.

The Good One brand represents a step forward in delivering high-quality, accessible Health and Body products at The Warehouse and Special is excited about what the future of the collaboration might hold.

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