Proper Goods is an Australian company that positions itself with a vision to become the leading contemporary optical distributor in the country. We created an identity that encapsulates this as well as communicates their old-school service, on-the-pulse brand sourcing & collective brand portfolio that is rich in history. The combination of the brand elements is one that is unique & ownable. The minimalist style allows the other brands to breathe as well as portraying ‘all the right things’; relaxed, trustworthy, reliable, friendly, professional & the perfect amount of cool.