Concept: Goodr Wildlife Collection
Services:
Package Design:
Image Manipulation & Illustration
Color Palette Selection
Pattern Design
Looking good while doing good…unless you’re an asshole
The inspiration came from a personal experience: a photo of two grizzly bears, play-wrestling in the water, I took at Bearizona. The bears embodied the beauty of wildlife, evoking a desire to protect and preserve such natural wonders. Simultaneously, a government shutdown threat sparked memories of the 2019 damage to Joshua Tree, reminding me of the fragility of these environments when left unprotected.
Goodr, known for their bold and playful eyewear, would be a perfect partner to create a line of sunglasses benefiting nature and wildlife conservation efforts. I challenged myself not only to craft a visually appealing product but also to deliver a message: conservation is crucial for sustaining the environments where outdoor enthusiasts thrive. The product had to resonate with Goodr’s audience—primarily Gen Z and Millennials who enjoy the outdoors but may not fully grasp the role of conservation, but not assult them with negative messaging. To accomplish this I adopted a humorous, tongue-in-cheek approach to conservation messaging, playing off Goodr’s slogan, “We give you permission to be unabashedly yourself... unless you’re an asshole.”
Aesthetic Vision
The challenge lay in balancing Goodr’s fun, irreverent brand with the weighty issue of conservation. I developed funky, fun illustrations of the grizzly bear, styled to seamlessly integrate with Goodr’s existing visual language. To add a quirky twist, the bears in the photo were given sunglasses, making them instantly recognizable as part of the Goodr family. The color palette was drawn directly from Goodr’s existing brand, ensuring the design felt both fresh and familiar.
Rather than relying on the typical guilt-driven approach to conservation, Suzanna infused humor into the messaging. Following Goodr’s cheeky slogan—“We give you permission to be unabashedly yourself... unless you’re an asshole”—she developed a tongue-in-cheek conservation narrative. The goal was to nudge people into responsible action by making them feel part of something positive and fun, rather than bombarding them with doom and gloom.
Services
Package Design: Vibrant, lively packaging that reflected the playful nature of wildlife while supporting Goodr’s visual style.
Image Manipulation & Illustration: Playful bear illustrations were created, with the addition of sunglasses to amplify Goodr’s quirky aesthetic.
Color Palette Selection: Colors were carefully chosen from Goodr’s existing brand assets, ensuring consistency across their product line.
Pattern Design: Custom bear patterns and wilderness-inspired textures added depth and storytelling to the packaging.
Conservation Messaging: Developed lighthearted, engaging copy that reframed environmental stewardship as a positive, socially cool behavior—“because no one wants to be an asshole.”
Original hand-drawn seamless grizzly bear and salmon pattern.
Outcome:
It’s Beary Good
This packaging project demonstrates how aesthetics and messaging work together to create both visual and emotional impact. By taking a more positive and playful approach to
conservation, my design for Goodr not only aligns with their brand identity but also invites consumers to take meaningful action—without the burden of guilt.
Good Vibes
The packaging is more than just a visual treat; it’s a social experiment in positive reinforcement. By framing conservation as something fun and approachable, I aim to inspire action through optimism. This approach taps into a form of social engineering—leveraging the idea that most people don’t want to be “the asshole” in a scenario. In contrast to fear-based environmental messaging, this packaging makes protecting the planet feel lighthearted and cool.
Keep it Rollin’
This envisioned series would be expanded to include various product colorways while spotlighting other threatened and endangered animals. Each package would also include an educational booklet (made of recycled materials), written in the same irreverent tone Goodr is known for, offers information on the mission of The Nature Conservancy, easy action steps, and most importantly, tips on how to get outside responsibly —“unless you’re an asshole.”
