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Good Addition
In a world of fast fashion and endless choices, Good Addition offers a return to clarity. Founded by Drea Chong and Joan Chang, the brand redefines wardrobe staples for the modern Asian woman—focused on essentials and the addition of only the necessary, functional and beautiful. Built from ground up, we led the creative direction and set out to create a brand identity that reflected this purposeful simplicity.
2022
Collaborators
The Candidate
Client
Good Addition
Solutions
Brand Identity; Creative Direction; Strategy
The visual identity is minimal yet full of presence, with a reserved colour palette and a strong emphasis on clean lines. ABC Whyte and Banana Grotesk have been chosen to represent Good Addition. Foundational yet fun, they speak to our brand ethos and are a practical pair to accompany all brand communications.
The creative direction was grounded in the empty space of a wardrobe, just waiting to be filled with these good additions. At the heart of this system is the iconic G+A brand mark, an elegant symbol resembling a crosshair—evoking the idea of a focal point and a central space awaiting intentional curation.
A full e-commerce website built in Shopify. Starting from the a landing page with stackable navigation buttons, users are met with the signature buildable experience. GA’s website is scattered with little quirks of its addition and bracket symbol. These brand elements weave together and allow users an immersive experience of adding and building a signature wardrobe.
