The Warehouse sought Special’s design expertise with a bold vision: to create an honest health & beauty product range that was both affordable and desirable to have on display at home.

In line with The Warehouse’s overarching strategy, Special honed in on a concept that embodies inclusivity and kindness: “We’re for Every Body”. This ethos underpins the essence of ‘Good One’, ensuring it remains approachable, non-judgement and accessible to all. By weaving these values into their strategy, Special aimed to craft a brand that not only attracts but also uplifts every individual it touches. 

The birth of the Good One name, backed by a robust strategy, marked a new chapter. A welcoming logo and a modern, inclusive brand symbol emerged, complemented by a warm and distinctive colour palette that sets Good One apart in the category. 

Good One promises kiwis unmatched value without compromising on variety, quality, or design.