Q: how do you launch a new basics brand in a saturated market and make it feel instantly trusted?

A: by grounding the brand in authenticity and translating it into a clear creative world

Goodmates came to us as a new apparel basics business under a different name. Through stakeholder interviews, we dug into the product and the history behind the range — uncovering that the garments had existed in some form since the late 1980s.

Rather than inventing a story, we clarified and refined it. We renamed the brand Goodmates and built a world grounded in authenticity, reliability and longevity. The resulting position reflects a genuine lineage and gives the brand the confidence of something long-standing, not newly made.

We then brought Goodmates to life. Deliverables included brand book, logo and graphic suite, look book, and a large-scale stills and motion shoot. The brand rollout extended across press day activations, PR haul unboxings and in-store imagery.