Goodwell & Company approached Minneapolis-based Wink Inc. with a desire to create a new line of bath-and-body products. Once arriving at a name, the creative team designed a sophisticated, playful identity to serve as the foundation of the brand personality and to set it apart from similar products that saturate the market. Before creating a packaging system they needed to find a genuine point-of-difference to distinguish it from the competition. Because they occupy valuable counter space in most homes, soaps and lotions can be considered an extension of consumer interior design sensibility. The solution, “edition packaging,” was something completely new: Within each fragrance line are three wallpaper-esque patterns—modern, classic and toile—that will, change and evolve with each printing. The information label is compact and allows the bottles to be displayed with the patterns facing outward.