For Holly and Sophie, co-founders of Good Egg, I developed a personality-led brand identity designed to better reflect their human, ethical, and big-hearted ethos.

The existing brand lacked the warmth they wanted to convey, so I refined key elements including the smiley motif and colour palette. A new sun-shaped smiley became the central visual, paired with a slightly decorative typeface to balance playfulness with professionalism. An expanded palette of vibrant yellows and fresh greens brings energy and optimism to the brand, resulting in a system that feels both fun and credible.