Ethical. Practical. Outspoken AF.

Corporations shamelessly greenwashing. Ethical brands basking on the moral high ground. We gave Goodfind the words to rebel against both.

How do you get people to buy ethical products, without preaching at them? That was this start-up’s dilemma. We created a brand persona to solve it: The Good Rebel.

Opinionated without being judgy, witty without being worthy, this rebel fights the power with pure positivity. Because shopping ethically doesn’t have to be difficult, and even the smallest good deed matters.

Using our guidelines and positioning copy, Goodfind were able to roll their new voice out across their website, social media and newsletter. Now they not only do good, but sound good too.