The Goodness Co. Moralo wa Sephutheloana by Ebru Sile Goksel and Ipek Eris Ugurlu is a highly esteemed winner of the very prestigious 2025 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.
BoronsePhuthelo· 2025
The Goodness Co. Moralo wa Sephutheloana
by Ebru Sile Goksel and Ipek Eris Ugurlu
Client: Studio Born
Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category
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The Design
About The Goodness Co. Moralo wa Sephutheloana
Goodness Bars e hlalosa leswa ho ja lijo tse nang le mosebetsi ka moralo o tshwaeditsweng ke diphetoho tsa mebala ya tlhaho ya lehodimo, e lumellanang le mokgwa wa nako ya mmele. Bara ka nngwe e na le phetoho ya mebala e ikgethang e bontshang dinako tse fapaneng tsa letsatsi, e theha spectrum e kopaneng ha di behwa mmoho. Moralo ona o matlafatsa boipiletso ba metswako e sebetsang, e etsa hore e ratwe haholoanyane ha e ntse e hlalosa leswa ho ja lijo tse phetseng hantle. Ka ho kopanya boikano ba saense le ho kopa maikutlo, e fetola lenaneo la metswako o tshosang hore e be boiphihlelo bo hahellang mahlo le ho thehilweng hodima tshepo.
The Recognition
About the Moputso oa Boronse oa A' Design Award
The Goodness Co. Moralo wa Sephutheloana ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. The Goodness Co. Moralo wa Sephutheloana e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. The Goodness Co. Moralo wa Sephutheloana e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Goodness Co. was founded by 3 women united by a vision to elevate well-being and infuse everyday life with "goodness." With this philosophy at its core, we named the brand Goodness Co. and crafted our products as Feel Good Nutrition—inspiring individuals to nourish both body and mind while embracing a more balanced, healthy lifestyle. Goodness Bars are an innovative snack, packed with essential nutrients and supplements, thoughtfully designed to align with your body’s circadian rhythm. Each bar is carefully crafted to serve a specific purpose—boosting energy, enhancing focus, or promoting recovery—exactly when your body needs it most. The packaging features a seamless gradient that transitions from morning to evening, with each bar symbolizing a distinct time, mood, and function.
- Dimensions & Packaging
- Each bar measures 4.5 inches in length, 1.5 inches in width, and 1 inch in height. To support a healthy daily ritual, they also come in a cylindrical box holding 7 bars, representing a full-day cycle in a compact, portable, and visually cohesive design.
- Tags
- Packaging, minimal, color, typography, design
- Production Technology
- Each bar is crafted with 2 carefully chosen hues, balancing both individual harmony and connection with each other, creating a visually striking and cohesive experience when placed together. Each bar states a different phase of the day with its unique color and naming. A delicate touch of gold foil accents the clock graphic on each bar, subtly signaling the ideal time for consumption and reinforcing the habit of healthy nourishment. The 7 individual bars are packed in a cylindrical box with compartments designed as a cycle. At the top, a clock graphic with the phrase "Feel Good Nutrition" encourages the daily ritual.
- Design Challenge
- Our challenge was to make healthy habits fun while maintaining trust and functionality. The goal was to transform a functional, nutrient-dense product into something visually appealing and emotionally engaging. Superfoods like Epsom salt, Spirulina, L-Carnitine, Inulin, and Moringa—ingredients that are highly beneficial but often perceived as unappealing. Findings revealed that many consumers associate healthy foods with dullness and skepticism. To counteract this, we developed a playful yet informative brand identity. By positioning the bars as a seamless part of daily life, the design removes hesitation and makes functional ingredients more desirable. By merging scientific credibility with emotional engagement, Daily Ritual Bars not only offer nutrition but redefine the experience of healthy snacking—turning an intimidating ingredient list into a visually captivating and trust-driven daily habit.
- Research
- The project explored how design can influence perception and behavior toward health-conscious choices. Research focused on overcoming skepticism toward functional snacks by integrating engaging branding elements, such as a time-guided structure, a cohesive color system, and clear, inviting typography. The study included consumer feedback on packaging appeal, usability, and the psychological effects of associating colors with specific times of day. Insights revealed that an aesthetically driven, structured eating approach encourages consistency in daily nutrition while enhancing the overall consumer experience. The structured time-based naming system (e.g., Good Morning Darling at 08:00, Time to Focus at 10:00, 12.00 Mid-Day Fuel, 14.00 Sweet Break...) encourages consumers to see the bars as part of a holistic wellness journey and feeling good is a choice.
- Inspiration
- Goodness Bars are designed to help you build a healthy habit aligned with your body's circadian cycle, supporting you with "goodness"—a blend of essential vitamins, minerals, and superfoods your body needs to complete its daily routine and be your best self. From morning to night, each bar serves a distinct nutritional function and is meant to be enjoyed as a ritual—within 3-4 hour intervals.
Our clean, minimal packaging concept is inspired by the sky’s natural color transitions—each bar features a unique palette: soft pale blue and yellow for the morning, vibrant midday hues, and a calming deep purple for the evening—mirroring the shifts throughout the day. When placed side by side, the bars create a big, seamless gradient, reflecting the beautiful hues of the sky. The harmonious gradient of the 7 bars invites the consumer to experience the entire series. A playful tone of voice in typography deepens the emotional connection and enriches the overall experience and motivation. - Project Duration
- The creative process began with the brand naming and defining the tone of voice. We set the name Goodness Co., and developed the brand manifesto, tone of voice, and taglines within 3 weeks. The packaging concept process began in March 2020, taking about 1 to 1.5 months, with finalizing the print files and receiving sample prints taking an additional 1.5 months. This phase was completed by the end of May 2020, totaling 3,5 months. It was launched in Istanbul and globally recognized.
- Operation Flow
- The contents of the bars, formulated by a circadian nutrition expert, were carefully tailored to support the body's needs and emotional states at different times of the day. Through consultations, 7 specific bars were selected to provide functional benefits, with their ingredients communicated in a clear and simple way.
Choosing the color palette was a pivotal aspect of the project. Our goal was to create a tapestry of colors that not only mirrors the daily routine but also embodies the essence of wellness, forming a harmonious and visually engaging spectrum. We conducted in-depth research on the sky’s color transitions from early morning to sunset, meticulously curating a complementary gradient that naturally flows with the rhythm of the day. Each package was designed to align with the other, ensuring a cohesive and immersive experience.
To enhance both aesthetics and usability, we developed a cylindrical box that highlights the visual harmony of the bars while reinforcing the concept of a daily cycle. The packaging underwent demo testing, featuring compartments that keep the bars in sequence, maintaining the integrity of the ritual. - Team Members
- Creative Directors & Designers: Ebru Sile Goksel, Ipek Eris Ugurlu
Graphic Designer: Alara Murkozoglu
Brand Naming: Studio Born
Copywriting: Ipek Senol - Image Credits
- Photos: Studio Born & FoieGras New Media
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