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GOOD STUFF: GÜD identity

When I see a product literally smiling back at me from the shelves, it’s hard to walk on by. Sure, there is the conventional tidbit of wisdom about judging a book by its cover, but I recall no such wisdom about judging shampoo by its bottle. Which is how I ended up with a bottle of GÜD in my cart.

But in all seriousness, Burt’s Bees has nailed it with the identity for their latest line of products.

The name GÜD reflects the core of who Burt’s Bees is: a socially-conscious brand that relies on natural ingredients to do the dirty (or in this case, clean) work.

From their brand manifesto:

As with everything else we do, our goals with regard to social responsibility revolve around well-being. We believe that we must respect and care for all living creatures and be a positive force within our community. We treat our employees with respect. We check and challenge our suppliers to embrace our principles with regard to theirs. And, we remain committed to never testing on animals. We have established The Greater Good Foundation and will continue to support like-minded organizations that are also focused on being a powerful force for nurturing the well-being of others.

The happy mark is a simple, clean, flexible little guy. Each scent in the product line has a unique color, and the mark changes accordingly from bottle to bottle. Even the shape of the bottle sets it apart in a sea (and shelf) full of “natural” shampoos.

GÜD stuff, GREAT identity.

What brand identity has captured your eye recently? 

  • Jamie Wallace

    Ooh! Haven’t seen this yet, but will look for it now. What a beautiful branding & identity piece. Wow.