Casestudy: GOED van toen branding + webshop

Case study: GOOD from then branding + webshop

GOED from then is a webshop and brick store in Amsterdam, with a very special collection of children's clothing. All brands that the owner Calidris has carefully brought together are produced fairly. The style is colourful, Scandinavian with a sustainable retro vibe.

When SYSO was asked to renew both the branding and webshop, we were of course very happy. The old branding was out of date and the webshop could also use a major makeover. We were happy to provide this company with a new branding and webshop from top to bottom.

Who is GOOD from then?

At GOED van then you will find a range composed with love for people and nature to grow up in the world of tomorrow. Organic cotton, linen, wool and wood from sustainable production form the basis of the colorful collection. Attention to fair production, sustainability and practical use go hand in hand with inspiring nature prints to connect with the world around us from an early age. Of course GOOD.

GOOD from then - sustainable & Fair Childrens Store GOOD


At a branding project we always first have a conversation, then an online intake and then we make a mood board. We discuss this mood board with the customer, remove what is not very appealing and add where necessary. This creates a good visual starting point and we get to work with the design process.

The result for GOED from then is a recognizable logo and colorful house style to underline the joy of the brand. At the request of the customer, 'from then' has been omitted because the retro aspect should no longer predominate and GOOD should be the future name. The elements from the old logo have been preserved, as well as the color scheme. In this way, the company is still recognizable for existing customers, something we like to strive for when restyling.

GOOD from then logo

The new GOOD from then style

The already present atmospheric photos, which are unmistakably 'GOOD from back then', gave us an abundance of inspiration. Various color palettes were created for the different seasons, creating a unique style that fits seamlessly with the GOED brands and philosophy of the time.

GOOD from then brand board

The new webshop

The GOOD from then webshop is made with Shopify , a great SaaS e-commerce solution that grows with the company and is standard equipped with many automatic marketing options. We opted for a very flexible theme, which we could arrange completely according to the branding and wishes.

restyling Shopify webshop

Thank you!

We imagined ourselves in a Scandinavian forest in early autumn and felt the atmosphere that GOOD wants to convey from then. Setting up a brand from scratch is great, but restyling is also something we enjoy doing. This was one such project; all ingredients were ready, there was plenty of inspiration and this company can continue for years to come!

👉 Are you also ready for a nice (re) branding ?
👉 Prefer (also) a new webshop ?