The Warehouse hits the mark with a Good One

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AUCKLAND, Today: The Warehouse has just launched a beauty–its new healthy and body range that is spot on, Good One, developed in collaboration with creative powerhouse, Special.

Special played a crucial role, crafting a vibrant, optimistic, and inclusive brand with a contemporary feel. The identity and packaging design reflect these values, featuring a specially curated colour palette for the Good One range.

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.”

The ‘Good One’ range is designed to deliver value with a strong brand purpose–it is kind to skin but also to wallets.”

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

Phoebe Thomas, Health and Beauty Category Manager at The Warehouse, shared her enthusiasm: “We partnered with Special to develop the strategy, naming, identity, packaging, copy and in-store experience. 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 the future of the collaboration.

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