Description:

Goodness is a creative agency based in Sydney. Goondess is something else entirely.

At the end of the year, we like to take the opportunity to thank our clients and partners for their support and collaboration by creating a unique gift. It’s something personal to them from us as a creative team and reflects our personality and the lighter side of what we do.

At the end of the particularly turbulent year that was 2021, a year full of new lockdowns, constant virtual meetings and stress for businesses we felt a strong desire for our end of year gift to help lift everyone’s spirits.

When reflecting on the unexpected events we endured together, we couldn’t help but chuckle at one spelling mistake that everyone on the team (and some clients) made more than once.

A slip of of the keyboard while speed writing login details/emails/instagram captions/invoices had serendipitously created something that sounded like it should be a special variety of the traditional Australian coming of age tipple: Goon.

It started as our office joke that was very soon embraced as something we wanted to share. So for our 2021 end of year gift ‘Goondess’ was released for a very limited time.

In line with our values, it had to be sustainable, so we unofficially partnered with a “wine in a box” brand that held their environmental impact front and center of their business, and we got to work making Goondess a reality.

The result was a goon that actually tastes as good as it looks and was as good to the environment as it was to the soul.

We really let the creative juices flow and created a brand, packaging and digital experience that took visual cues from the world of wine and combined it with the visual aesthetic of the studio. We even created our own mini recycling, send back system where people could send back their empty sacks for proper recycling, complete with custom stamps.

The result was our most talked about piece of work all year and a whole lot of happy (maybe slightly tipsy) clients.