Proper Goods is an Australian company that positions itself with a vision to become the leading contemporary optical distributor in the country. I created an identity that encapsulates their old-school service, on-the-pulse brand sourcing & impressive brand portfolio. The brand elements are unique & ownable. The minimalist style allows their brands to breathe and portray ‘all the right things’; relaxed, trustworthy, reliable, friendly, professional & the perfect amount of cool.