Solution : Lucas Melbourne was asked to reposition the brand and create and a new identity. Project aims: increase online sales, assist potential partnerships with established retailers – while maintaining the products boutique, design appeal. The new identity creates a balance between simple shapes and a sophisticated design language that appealed to both adults and children. This reinforced the brand’s new ‘designer’s designer’ positioning. The new identity is integrates with contemporary living, it’s designed to compliment your house – not just your nursery. In the future Goo plans to extend it’s range into homewares. This identity was part of a brand strategy, brand naming, brand design and brand management program completed by Lucas Melbourne.