Born good partnered with Lucid in a strategic capacity right from its inception. The journey began as far back as identifying the market opportunity through research and interviews. And continued into identifying product possibilities, fragrances, all aspects of the brand, the end products and the experience.

When creating a brand name, we looked to convey the purity, honesty and legitimacy of a new soul: in total harmony with nature and the planet. Hence, Born Good.

Hence high quality PET bottles that we designed and engineered that the user would keep. And a system of recyclable pouches that can refill the bottles.

With the packaging labels we wanted to visually represent the journey to a pristine unspoiled location which the user anyway experiences through the fragrance. As well as the rock solid eco-credentials. And we carried the language through to the refill pouches.

The website tells a beautiful product story for each of the variants along with a short film which we co-developed. Built with a dynamic and very mobile friendly approach, we looked for the site to be easily updatable as new products get added and as the reviews, articles and content around the brand grows.