Goodwell & Co. needed a brand strategy and identity for a new line of bath and body products designed from the bottom up. The challenge being that there was no unique point-of-difference to set the product apart from competitors in the overcrowded health and beauty category. Boynton leveraged the countertop real estate that cleaning products occupy throughout the home. Design became the hero across the product line, delivering on consumer’s desire to express their personal style and mood. Boynton designed “Edition” packaging, featuring wallpaper-esque patterns: modern, classic, and toile. Over time, updated patterns were introduced to refresh the product line and encourage incremental purchases.