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.