Frank Goodness Brand Identity

Frank Goodness is the place “Where Happy Lives.” Featuring works by artist Janie Ledford, the Greensboro, NC shop breathes life into inanimate objects through handmade goods and curated finds. They embrace the funk, the silly, the cool and the sparkling. Frank Goodness creates to delight without boundaries, with a serious affinity for Crayola and a hankering for nostalgic design. They sprinkle joy into every collection and strive to bring out the kid in you. Frank is Janie’s son and the source of inspiration for this brand, and she is on a mission to share that youthful perspective with the rest of the world.

With Janie’s help, Origin reimagined the Frank Goodness brand and created an unmistakable and memorable brand identity system that is versatile and embraces her unique core values. We started by repositioning the brand’s messaging, giving it life and context through an intentional tagline and brand voice. Then, we dove into creating a logo suite and identity system that encourages others to play through the use of bold and invigorating graphics, colors, and typography. This rebrand allowed Frank Goodness’s creativity to flourish and serve as a strong foundation for the brand to evolve and grow over a long period of time.

Project Scope: Logo & Brand Identity, Brand Voice and Copywriting, Strategy, Packaging & Print Design