Goodland
Designed for moments of pause.
Overview
Goodland is a Vancouver outdoor living brand best known for its wood-burning hot tub. Across two years in-house, my work spanned product design, art direction, packaging, merchandise and seasonal campaigns. Each offered a different way to express the same idea: making time for simple, everyday rituals outdoors.
01
The Brief
The wood-burning hot tub established a distinct point of view for Goodland, connecting outdoor living with the pleasure of slowing down. As the range expanded, new products needed a clear relationship to that founding idea.
The challenge was to carry the same care across objects, clothing, packaging and campaigns. Material choices, everyday use and visual expression all had to contribute to a recognizable experience, giving the growing collection a shared character.
02
The Idea
The act of pausing became a practical reference for design decisions: how an object feels in the hand, how it fits into a familiar routine and how it invites someone to spend a little longer outside. The Everlasting Garden Hose and brass nozzle extended that thinking into the garden, while bathing accessories developed the experience around the hot tub.
Seasonal campaigns gave these products a wider context. Hand-painted graphics for Finding Pause and Slow Burn connected the objects with merchandise, packaging and the website, allowing each collection its own expression within Goodland’s visual language.
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Spring GardenSS23
The Everlasting Garden Hose, brass nozzle and aluminum hanger brought Goodland’s approach to an everyday garden task. Developed as a complementary set, the products connected the practical needs of watering and storage with the brand’s emphasis on time spent outdoors. An art-directed studio shoot and hand-painted Finding Pause graphics introduced the collection.
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Fall BathingFW23
A floating thermometer in anodized marine-grade aluminum and a western red cedar bath tray extended the bathing experience around the wood-burning hot tub. Material and function tied both objects to the setting they were designed for. A directed studio shoot and Slow Burn campaign graphics brought the seasonal collection together.
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Merchandise2022–2023
Bath towels, an unbleached cotton tote, an embroidered dad hat and an organic cotton apparel line extended Goodland into everyday use. The apparel was developed with a production partner in Portugal, with directed studio and lifestyle shoots presenting the pieces within the broader world of the brand.
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Packaging2023
Kraft paper and unbleached cotton established a simple material palette, with reusable or recyclable formats and an instruction card for each product. Goodland’s typography and deep olive green connected the range, while clear information supported the transition from unpacking to use.
Closing thought
Across garden tools, bathing accessories and clothing, the connection was how each object belonged in someone’s day. That attention to use, material and routine gave the expanding range a shared purpose.