How The Creative Pack Helped INFRA Launch a CPG Wellness Brand That Gives Back

Product lineup for “The Good Collective” CPG wellness brand, featuring white plastic vitamin bottles with circular gradient color labels arranged in a row on a light background, paired with amber plastic bottles of shampoo, conditioner, body wash, and lotion displayed on geometric pedestals. The layout includes brand messaging and a blue gradient circular logo.

New TCP Design Alert!

We’re thrilled to announce the launch of The Good Collective™ – a new exclusive wellness CPG brand. 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.

Who is INFRA?

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.

Amber bottles of The Good Collective botanical body wash and lotion with large, colorful gradient circle graphics on the labels, arranged in a row on a neutral background. Above the products, a split image features a person with red hair lying in green grass smiling and a close-up of softly draped cream-colored fabric. The phrase “For People, Planet & Community” appears in serif typography on the right.

Mission-Driven Wellness

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.’

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.

Two amber pump bottles of The Good Collective Botanical Body Wash and Body Lotion in Mandarin & Vanilla scent, shown against a vivid orange backdrop. Below, the design includes the phrase “Good Clean Fun” in serif type, alongside a close-up image of creamy golden soap foam texture and a smiling person holding an orange slice playfully over one eye.

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.

Eight amber bottles of The Good Collective hair care products, including Hydrate Shampoo, Hydrate Conditioner, Balance Shampoo, Balance Conditioner, Volume Shampoo, and Volume Conditioner. Each bottle features a large circular gradient graphic indicating product type, arranged in a row on a soft cream background. Below, a close-up shows Balance Shampoo and Balance Conditioner bottles angled against a vivid teal background.

The Good Collective™ will launch in 3 phases:

Phase 1 – Organic Multivitamins and A-Z Vitamins – 11 SKUs

In INFRA Stores NOW

Phase 2 – Clean, Natural Hair & Body Care – 10 SKUs

In INFRA Stores December 2025

Phase 3 – Organic & Natural Supplements – Collagen, Protein & Bone Broth – 7 SKUs

In INFRA Stores January 2026

The Good Collective supplement bottles arranged in two scenes. Top scene: three white plastic bottles labeled Organic Multivitamin Men’s with a blue gradient circle, Organic Vitamin C with an orange gradient circle, and Organic Vitamin B Complex with a green gradient circle, shown on a bright yellow background. Bottom scene: Organic Multivitamin Men’s and Organic Multivitamin Women’s, with a pink gradient circle on the women’s formula, displayed side-by-side on a light blue background.

Premium Wellness For All

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.

A container of The Good Collective Organic Plant Protein in Chocolate flavor, shown angled upward on a textured surface with a clear blue sky background.
Three rows of The Good Collective protein powder containers displayed against brightly colored backgrounds. The top row features two Organic Plant Protein powders in Chocolate and Vanilla. The middle row shows three Bone Broth Protein powders in Pure, Vanilla, and Chocolate. The bottom row features Multi Collagen Protein powders in Vanilla, Pure, and Chocolate, each shown with a small white scoop.