What began as a logo refresh in April 2023 has grown into an ongoing brand partnership spanning brand identity, packaging, print and digital, merch, socks, environmental design, and a custom Canva design kit. I serve as Goodies Snack Shop's go to graphic designer across every touchpoint of their brand.

BRAND IDENTITY

Goodies Snack Shop is a city bodega concept rooted in curated snacks leaning into Asian flavors. I was briefed to refresh the existing logo and expand it into a full brand identity system built to flex across packaging, environmental design, and social media. The logo refresh addressed two structural imbalances in the original mark. The sun graphic was opened up to better convey the light and playful attitude it was intended to communicate, and the Snack Shop wordmark was re-weighted and expanded to resolve the tension between the descender of the g in Goodies and the left justified sun placement.

BRAND CHARACTERS

To bring Goodies' flavor forward identity to life, I developed a cast of seven original kawaii characters each embodying a distinct flavor profile: sour, umami, hot, bitter, salty, sweet, and cool. Every character is a snack product drawn with its own personality and expression. The mouth positions from each character were then abstracted into a set of simplified graphic marks, creating a versatile icon system for use across product design, signage, and environmental applications.

BRAND COLOR

The core palette of green, cream, and black was refined from the original with subtle adjustments for polish and consistency. A vibrant secondary palette was developed alongside it to accommodate Goodies' constantly rotating product offering, giving the brand energy and flexibility without losing cohesion.

BRAND PRINT

What was initially designed for the basket sock turned into the core print for Goodies, riffing off of the iconic green baskets for shopping the retail space. The pattern anchors print and digital applications across the brand, creating a recognizable visual signature rooted in the store's own environment. In addition to the primary print the secondary print is used in various touch points where house product is the core component.

PHYSICAL SPACE

Environmental design for Goodies Snack Shop spans A-frame signage, window branding, vinyl decals, and poster signage, bringing the brand identity into the physical retail space.

ILLUSTRATED SHOP PRINT

An original illustrated print celebrating the Goodies family's newest team member. The storefront anchors the scene while the owners and their son are surrounded by giant candies, oversized drinks, cup noodles, and iconic Portland landmarks including the bridge and the MAX, all rendered in the brand's playful kawaii style. Used as a baby announcement, postcard, and general brand print, the illustration also tiles seamlessly as a repeating pattern.

SOCIAL MEDIA MARKETING

For Goodies' ongoing social media presence, I develop one off digital advertisements that stay consistent with the brand identity across every post. To give the Goodies team flexibility between projects, I also built a custom Canva template kit, allowing them to create on brand content independently when they need something in a pinch.

EVENT POSTERS

Goodies participates in events year round, ranging from small booth activations to full pop-up experiences. Below are a few posters made for those events.

CANDY AND GOODIE BAG PACKAGING

Packaging for Goodies was designed around a low cost, flexible production model. The house candy label wraps from front to back on a single sticker, incorporating the brand identity while leaving space for Joyce to add printed ingredient labels as needed, keeping the packaging consistent without requiring custom print runs for every product. A branded fold over handle was also developed for gift set bags, designed to be stapled or glued onto clear packaging for a polished branded finish at minimal cost.

MERCH

Goodies merch spans a growing range of brand rooted products including food themed greeting cards for special occasions, a basket patterned sock and tote bag extending the store's signature graphic into wearable and functional form, character themed lighters, and a cherry blossom season bandana featuring traditional Asian snacks like hanami dango and taiyaki woven among the blossoms.