Good Wash Day
Brand System | Logo Design | Social Media | Digital Collateral
Since launching in 2019, I’ve worked closely with Good Wash Day - a leading wellness-focused hair towel brand that has grown into a multi-award-winning success story, recognised by Dragon’s Den, Good Housekeeping, and Marie Claire for its ethical values and quality-led approach.
Most recently, I partnered with the brand on a refined positioning strategy, helping shape a more elevated direction for future growth while remaining authentic to the brand’s core identity.
The problem
Good Wash Day started as a proudly independent, kitchen-table startup with the aim to solve a genuine problem within the beauty and wellness industry. The original identity was built to feel personal, approachable, and educational - deeply connected to the founder’s story and the community growing around the brand.
But after seven years of growth, the business had naturally evolved. The audience had expanded, the product offering had matured, and the brand was beginning to outgrow its original positioning.
As demand increased across wholesale, spas, and wellness spaces, it became clear that Good Wash Day needed a more elevated and scalable identity - one that could confidently step into this next stage of growth while still holding onto the warmth, honesty, and values that made the brand resonate in the first place.
What I did
As part of the Good Wash Day 2.0 rebrand, I evolved the visual identity to feel more confident, elevated, and feminine while staying connected to the brand’s original character. The logo was refined using bespoke flourishes and fluid forms inspired by the natural movement associated with the hair towels, creating a more energetic and considered identity.
Alongside the rebrand, I developed UI concepts for the website, refined the social direction, and designed bespoke packaging for the brand’s expansion into spa and retail spaces - ensuring the experience felt cohesive, premium, and impactful both online and on shelf.
The impact
Understanding LXL Creative’s ambitions, it was clear the brand needed a bold, future-facing transformation. I led a full rebrand, developing a new visual identity including logo, typography, colour palette, and a distinctive graphic system designed to reflect the agency’s energy and personality.
The concept combined subtle vintage references with a more contemporary, editorial aesthetic - capturing the breadth of production styles LXL work across. A key focus was introducing a sense of movement and fluidity throughout the identity, reflecting storytelling at the heart of their work.
This was brought to life through a dynamic line motif, derived from the logo and applied across the wider visual system. The motif represents narrative flow, creative energy, and the full-service, 360 nature of the agency.