THE GOOD FOLKS CO. BRANDING
In 2021, my husband and I founded The Good Folks Co. as a way to thoughtfully evolve his growing woodcraft practice into a brand rooted in quality, intention, and community. What began as a cutting-board hobby grew into a small-batch collection of home goods, guided by craft.
I developed the brand identity to complement the workmanship and bring cohesion across a growing product line. The system was designed to be recognizable, flexible, and tactile—supporting repeat market appearances while reinforcing the care behind each piece. Brand touchpoints included signage, tags, packaging, candle labels, totes, and social content, creating a unified presence that balances warmth, utility, and intention.
Year: 2021
Company: The Good Folks Co.
Role: Brand Strategy, Design, Social, & Co-Owner
THE COLOR PALETTE
A restrained, earthy color palette grounds the Good Folks Co. brand, reinforcing the warmth and authenticity of the craftsmanship while creating cohesion across touchpoints.
THE LOGO SUITE
The logo suite leverages hand-drawn typography to reflect the organic nature of woodcraft. Designed for flexibility across sizes and formats, the system adapts easily to different applications, with the primary mark uniting the wordmark and icon into a distinctive, cohesive logo.
DESIGNED OBJECTS
Candle design was approached as a holistic brand expression, extending beyond the label to include material selection, form, and finish. Vessels, labels, and packaging were chosen and developed to reflect the warmth and restraint of the brand, creating a tactile experience that feels intentional and cohesive. The label system balances clarity and character—working seamlessly across scents while maintaining consistency in typography, color, and illustration. Together, these elements form a unified design system that reinforces the brand through every detail, from first glance to final use.
MARKET PRESENCE
Pop-up materials and social media played a critical role in translating the brand into both a physical and digital experience. Tactile elements like hand-painted signage, totes, and stickers established presence at markets, while social media offered a window into the people and process behind the products, helping build recognition and connection at each event and beyond.
