A name made from something people say without thinking, but always mean. Allgood is that instinctive wish—for everything to go well. 

For over a decade, Goodwill’s catering service had been a trusted part of countless events. When the time came to bring that service into its own, we partnered to define a new brand—one that could carry its history forward while speaking in a voice of its own.

Allgood became that voice. A name that holds a shared, familiar wish for every host, no matter the scale for everything to go well. It carries the kind of trust that doesn’t need to be explained.

We built Allgood’s identity around a detail found in nearly every gathering: the tablecloth. Not just a visual element, but a symbol of how food, people, and culture come together. Every pattern and fold captures something different—a specific setting, a memory, a way of coming together. Each tablecloth-inspired pattern reflects the different moods, scales, and cultural notes Allgood caters to. 

This metaphor became a system. The identity reflects AllGood’s role at any scale from formal dinners to familiar toasts. It’s about warmth, reliability, and the lasting imprint of goodness.

Because when it feels like everything’s just right, it probably is.

Brand Strategy, Visual Identity, Naming, Content Direction