Good Clean Love Brand Refresh & Packaging Redesign

May 30

Good Clean Love Brand Refresh & Packaging Redesign

Founded in 2003 by a mother of four on a mission to reinvent the intimacy aisle, Good Clean Love is now a category leader in vaginal wellness. Super Pony led a complete brand refresh—reimagining the packaging, visual identity system, and communication strategy to unify product lines and elevate the brand’s presence, while preserving key elements of brand equity, including the existing logo and signature bright green.

Challenge
Good Clean Love had grown significantly since its founding, expanding its product lines and customer base while maintaining strong clinical credibility. As the company prepared for broader retail expansion and the launch of new SKUs, it was clear the brand needed a more cohesive, elevated system to support this next stage. The goal was a thoughtful evolution—not a full overhaul—that would bring clarity, consistency, and design maturity to a category often overlooked.

Approach
I led a full refresh across packaging, identity, and brand communication—reorganizing two product lines and launching two new ones within a unified system. A structured typographic hierarchy clarified efficacy, while a new wave motif became the brand’s central visual anchor: a layered graphic symbolizing fluidity, strength, and womanhood. Photography and tone were updated to feel more inclusive, real, and aligned with the brand’s core audience.

Role
Creative direction and strategic design leadership across all deliverables, including packaging redesign, visual identity, brand language, and photography. Oversaw development of comprehensive brand guidelines to ensure consistency and scalability.

Stakeholders
Good Clean Love founder, CEO, and senior brand manager.

Impact
– Repositioned Good Clean Love with a unified, confident brand system across four product lines
– Supported successful entry into Walmart with elevated packaging and clear consumer communication
– Contributed to double-digit sales growth over two years post-launch
– Created a scalable brand infrastructure to support new product rollouts and retail expansion
– Improved internal alignment and external consistency across marketing and retail channels

Deliverables
– Packaging redesign
– Visual identity system
– Brand guidelines (voice, visuals, applications)
– Product & lifestyle photography strategy
– Messaging and RTB hierarchy