Goodwell was a company on the rise, but it's online sales were lagging behind its growth. The brand aesthetic lacked the optimism of its founders and it was facing threats from close competitors.
The art direction aimed at focusing on the joy of wellness and the optimism of working towards a happier, healthier planet. Sterile product photography was replaced with smiling faces and floods of color. Within weeks, online sales increased 400%, marking a new era for Goodwell.