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Standard Black Designed Goodline Grooming Co. With Classic Barbershops In Mind

by Chloe Gordon on 05/18/2021 | 2 Minute Read

CVS has teamed up with Standard Black, a creative agency based in LA and New York, known for transforming brands, to create a grooming brand for men that'll undoubtedly help them look great and feel even better.

The packaging brings you the classic barbershop feel mixed with sleek and modern elements. The bright blue color story is trustworthy and creates a clean and simple aesthetic. Let's be honest, catching attention in a crowded CVS aisle isn't easy, but these well-designed products are bound to stand out on any shelf.


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Guys want to look good and feel great, but they want straight-forward and effective products that give them confidence. CVS asked Standard Black to create a new men's grooming brand that provides guys precisely what they want: simple yet good for you products—knowing that catching the attention of grooming-minded guys isn't easy.

Standard Black designed the brand from the counter up, including brand strategy, naming, logo, tone of voice, color, packaging design, and in-store experience. Goodline was born by bringing together the familiar barbershop aesthetic with simple, eye-catching, and modern design that appeals to guys today. Offering effortless impact with good for you ingredients, Standard Black gave Goodline a brand story with just the right amount of factual need-to-ingredient information while using wit and a sense of humor to make it relatable.

Goodline. Look Good. Be Well.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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