The Good Sort came to The Feel Co with strong existing brand assets, a single landing page and packaging that needed refinement.

The foundations were there — but the brand needed to work harder across the full customer experience.

Through The Feel Co, I transformed the existing assets into a clearer, more functional business presence, building out the website, customer journey, product education, shop pathway, council guidance and packaging system.

The work included restructuring the site from a basic landing page into a fuller website experience, creating clearer page flow, stronger visual hierarchy, a partner logo marquee, a trials/council pathway, and a simple council sorting feature to help users understand what can and cannot go into their caddies.

I also applied the brand across key physical touchpoints, including brown paper bag packaging, caddy liner packaging and a Darebin Council trial pamphlet.

The result was a connected brand ecosystem — website, packaging, council materials and customer education working together to make The Good Sort easier to understand, trust and adopt.