Consumers have spoken. They want ethical brands that align with their core values. Products like vegan-certified supplements and sulfate-free hair care. The Good Collective™ fulfills this request. INFRA asked us to create an exclusive wellness brand offering clean label, high-quality products for people, planet and community – because what’s ‘Good for You’ is ‘Good for All.’
The Good Collective™ offers clean label, high-quality wellness products made with purpose – for people, planet, and community. In partnership with INFRA, our team has designed 29 SKUs, launching in 3 high-demand wellness categories. Look for The Good Collective™ in 100 INFRA member stores across the nation.
INFRA is a purchasing cooperative of more than 600 organic & natural retailers locations across the US, DC, and Puerto Rico. INFRA has been empowering independent natural food retailers since 2005, allowing them to thrive in an ever-changing grocery landscape. This happens through championing local ownership, sustainable practices, and community-first values. INFRA’s collaborative spirit has driven 20 years of success, uniting retailers across the country under a common purpose: to make healthy, sustainable food accessible to all.
With 1% of sales reinvested in local initiatives, The Good Collective™ will lead with purpose and offer products in high-demand wellness categories such as Organic Vitamins, Organic Supplements, and high-quality personal care products – all exclusive to INFRA member stores. Through market penetration, community engagement, and profitability, The Good Collective™ will drive the INFRA mission forward.
We knew the end result had to be a brand for health-conscious shoppers, so we used this as our target. Strategic objectives set us on a clear path – sifting through meaningful imagery with the right visual tone. Selecting design elements that feel both pure and iconic, familiar and significant – but overall peaceful. One that makes people feel good about where they shop. A brand that’s human, like you. How did we do that?
• We prioritized sustainability & wellness – think Organic ingredients, clean-label products, biodegradable packaging
• We designed with value-driven consumers in mind – those who seek authenticity and integrity in every product they buy
• We emphasized community engagement – 1% of all wholesale sales goes to ‘local first’ initiatives.
As leaders in building exclusive brand success for retailers like Fresh Thyme, Go Puff, Earth Fare and Mother’s Market we loved building a thoughtful wellness brand for INFRA (and their members) that will serve communities for years to come. Sold exclusively at INFRA member retailer locations, The Good Collective™ offers exclusive wellness for all, grounded in natural goodness.
| 2025 |
GDUSA 2025 Health & Wellness – The Good Collective Vitamins & Supplements |
