Digital Commerce Agency Bukwild Relaunches as Goodness

Jun. 12, 2024

Brand-building on the internet is about more than just showing up. Especially now, it demands experiences and platforms that truly serve audiences, delivering on its potential as a transformative business tool. That’s why independent agency Bukwild is relaunching as Goodness, a new type of digital commerce agency committed to lighting a more optimistic, impactful way forward.

Founded more than 20 years ago, Bukwild became a trusted partner for some of the most beloved brands – CLIF Bar, King Arthur Baking Company, Happy Family Organics and others –  crafting a variety of digital experiences. But with Goodness, it was time to get back to basics.

Goodness CEO Ryan Vanni explained:

“The pandemic really clarified what's important to us – in our agency culture, in our team, and in the work we do. And the truth is, our ethos really revolves around ‘service’. Great services – whether for our employees, our client partners or consumers – are how you build great connections. It’s a more personalized, empathetic DTC mindset that we think is essential to the future of ecommerce.”

 

That’s why Goodness goes beyond the surface – not only building websites but rethinking entire ecommerce infrastructures with the goal of increasing efficiency, personalization and loyalty by understanding the modern customer journey.

Goodness COO Donald Fierros said:

“So many brands rely on outdated technologies and strategies to run major parts of their ecommerce businesses,” “Brands need a partner that knows how to navigate that type of evolution. So, our teams approach every business challenge with positivity – whether it’s for DTC, CPG or B2B clients — using our specialized expertise to create an infrastructure of support.”

 

This optimism is embodied in Goodness’s new identity, with flexible designs that beam with warmth and wisdom born from years of building meaningful brand connections. The clean and accessible logo is punctuated by the brand’s signature sparkle icon – a symbol used throughout the brand which imbues it with a sense of whimsical charm. Meanwhile, the brand colors are inspired by the temperate climate of Goodness's home in California – blending gold and orange tones with cooler colors that evoke a light coastal breeze. Goodness’s website and social content also continue this theme, offering the feeling of optimism, emotional intelligence and creative curiosity through considered compositions juxtaposing people, work and even some ethereal inspirations.

Goodness’s DTC-centered approach is already earning praise, helping the agency win major clients looking to embrace DTC growth strategies.

Vanni continueed:

“The influence of the DTC space has completely reshaped consumer expectations around the brands they support. Brands have to adapt. And for those brands looking to write their next chapter and drive growth, we're here to help.”