The Good Trooupe was born as an eyewear and fashion brand focused on an irreplaceable purpose, embedded in its business strategy and operations. The main challenge when creating its verbal and visual identity was to showcase this without losing any aspirational qualities.

To reflect the social aspect of the brand, we came up with a name that allowed us to express it through a collective noun: a troupe, a group of artists. This, in turn, brings us closer to the arts and creativity, thus connecting with the aspirational side. The word is then modified with "good" to reaffirm the positive purpose. We doubled the O's in both words to create the starting point for the identity and visual language.

Through a symbol that schematically represents glasses but also a journey between the consumer and the person who receives the benefit generated by their purchase. In this way, The Good Trooupe is visualised as a link between causes and consequences, between an action and its positive impact. Using the doubled O's from the name, the brand develops a dynamic symbol that underpins the graphic language. The isolated symbol can be understood as a descriptive symbol, but when stretched and varied, it becomes a line between two points: between the action of a buyer purchasing a pair of glasses and the positive benefit they have through the brand’s many social initiatives. All of this is worked within a colour palette dominated by orange and other vibrant colours, aimed at positively reinforcing the impact the brand generates and distancing it from social contribution that stems from negative or disempowering emotions. The photographic art direction also seeks to convey the atmosphere of happiness and youthfulness that comes with seeing the world as part of a good trooupe.