A GOODE
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How BrandStorm helped The Goode Co. refine their brand identity and messaging to attract the right partners and make a lasting and real impact.
The problem
The Goode Co. had a powerful mission: to create a smarter, more sustainable way for people to enjoy their daily beverages with returnable, smart-enabled cups.
A lack of clarity and direction
However, their brand lacked the clarity and consistency needed to attract their dream clients—businesses and organizations that shared their commitment to sustainability and circular economy solutions.
Brand and Messaging misalignment
Despite having a strong product and passionate leadership from founder Jenna Goode, she struggled to create the right look and feel that didn't fully reflect their values or resonate with their ideal customers.
Lack of differentiation
She needed a strategy that would help her communicate their purpose effectively and boldly, differentiate Goode Co in the market, and ultimately drive engagement with the right partners.
How we helped
BrandStorm stepped in with our Minimal Viable Brand (MVB) process, a streamlined, strategic approach designed to define, refine, and activate a brand with purpose quickly and efficiently. Over 3 months, we worked closely with Jenna to craft a brand foundation that truly embodied her vision and values.
Laying clear and purposeful brand foundations
The process began by defining The Goode Co.’s core brand essence, distilling its purpose into a clear and compelling message. We then worked to refine their brand values, ensuring that transparency, innovation, and sustainability were consistently reflected in their communications. With a solid foundation in place, we focused on sharpening their positioning and audience targeting, aligning their messaging with the needs and priorities of hospitality businesses, event organizers, and corporate offices looking for sustainable solutions.
Bringing the brand to life
To bring the brand to life visually, we created a refreshed identity for the Goode Co and the sub brand Goode Cups that both captured Jenna’s bold and forward-thinking approach. This included updated logo elements, a refined colour palette, and a distinctive tone of voice that resonated with their audience. We also provided branded templates and marketing assets to ensure consistency across all brand touchpoints, making it easier for The Goode Co. to maintain a strong and professional presence.
Delivering the tools to help them take the world by storm
Finally, the process culminated in a one-page brand manifesto, a proposal pitch deck and a refreshed online presence that clearly communicated The Goode Co.'s purpose and impact. By aligning every element of their brand with their mission, we gave them the tools and confidence to attract and engage their ideal clients effectively.
"I was at breaking point, I had invested all my money into developing the partnerships and tech platforms needed to turn my idea into something tangible but despite some good leads into reputable businesses I just wasn't being taken seriously and my message and brand presence (or lack of) just wasn't landing.
The MVB offering was a life saver - Rob brought instant clarity to my messaging, positioning and visual appearance which has given me a renewed sense of confidence to approach and pitch to recent prospects like Kew Gardens that before seemed so far out of reach"
Jenna Goode - Founder
The Impact it has had
Clearer Brand Messaging:
The Goode Co. now speaks directly to its dream clients, making it easier to attract values-aligned partners.
Stronger Market Positioning:
A differentiated identity has set them apart in the sustainable packaging space, making them the go-to choice for forward-thinking innovative businesses.
Consistent Brand Application:
With cohesive branding and ready-to-use templates and pitch documents, The Goode Co. now presents a professional, consistent image across all touchpoints.
Increased Engagement & Interest:
The refined brand has led to higher visibility and stronger traction among sustainability-focused businesses and event organisers and are now in talks with high street food & beverage brands and UK venues such as Kew Gardens.
"Working with BrandStorm was a game-changer. The MVB process gave us the clarity and confidence to present our brand in a way that truly reflects our values. Now, we’re attracting the right partners who believe in our mission. Our brand finally feels like ‘us’—and it’s starting to make a real impact on us, those we are now working with and the world around us one cup at a time"
Jenna Goode - Founder