Goodside is a new hospitality precinct in Takapuna, which plays host to a collection of New Zealand's finest food and beverage artisans. Studio South were tasked with producing a fresh, fun and welcoming identity to set the tone for the laid-back space. The scope of work spanned across the naming process, market positioning and launch campaign development, through to the execution of on-site branding and signage.
The identity is positioned around the ethos of good people making good food. This mentality folded into the neighbourly character of the brand name and the complimentary visual elements. The logotype and supporting animated typography are inspired by the act of smiling; brand messages enter and exit the canvas in a circular motion with a feeling of elasticity. Playful copywriting is pitched alongside enticing photography to create a balance between the quality offering and the light-hearted tone of the brand. The end-result is a whimsical yet functional brand which stays true to the good-natured, hard working artisans it accommodates.