Daniel Goodman

Design Director



+44 79 366 42920
I’m Daniel Goodman, an award-winning freelance designer based in London with a focus on branding and packaging. My 12-year career has been anything but typical; graduating top of my class in 2006, running my own studio – Dan Good Design for 8 years and then hungry for a new challenge, moved to London in 2016. Recent highlights include developing Michelin's Global Packaging Guidelines and re-designing Georgia’s national beer. I’m passionate and driven, have a penchant for bold ideas, a somewhat OCD-like focus on the details and the experience to deliver results through to completion.

Work Experience

Freelance Designer

Jun, 2018 - Current


Design Director

Jun, 2017 - May, 2018

As Design Director at ECHO in London, I led a number of key projects, including the creation of Michelin's Global Packaging Guidelines, category-defining pack designs for LVMH spirits, and a new line of paints for Craig & Rose.

Drink Works

Senior Designer

Jul, 2016 - Jun, 2017

After moving to London, I worked as a Senior Graphic Designer at Drink Works. I helped develop brand strategy, branding and packaging design for major players in the beverage industry including SAB Miller, Accolade Wines and Coca-Cola.

The FLOW Project

Social Innovation & Design

Aug, 2014 - Aug, 2016

Two years; two different regions with remarkably similar challenges; 28 out-of-work youth; some deeply rural, some from bustling small towns; an unlikely collaboration of academics, local municipality, development practitioners, and innovators; one great big out-the-box project that pushed the boundaries of development work.

I played a key role in developing and implementing the project and was integral to the roll-out and design of the two community currencies.

Dan Good Design

Creative Director

Jan, 2008 - Jun, 2016

In 2008 I set up Dan Good Design, a small studio working with a wide range of clients, from non-profits to startups and what would become some of South Africa's top craft beer brands.

Throughout this time I established myself as a multidisciplinary designer, being able to work from the ground up, from naming, strategy and branding creation through to packaging, web and app design.

FUEL Design


Feb, 2007 - Jan, 2008

I worked as part of a small team at FUEL Design, specializing in print and web design, developing brand identities and collateral, packaging and below the line advertising.


Cape Peninsula University of Technology

National Diploma Graphic Design

2004 - 2006

I graduated cum laude and top of my class in Graphic Design at Cape Peninsula University of Technology in 2006


  • Graphic Design
  • Branding & Identity
  • Packaging Design
  • Art Direction
  • Layout
  • Typography
  • Logo Design
  • Web Design
  • UI/UX