- Case Study 02 – Good Glass
From garage ding repairs to surfboard laminating co.
Good on ya" — how a classic Aussie phrase became the spark behind a playful local startup, and a lesson in turning organic word-of-mouth side hustle into a small business.
CLIENT
Good Glass
YEAR
2026
SCOPE
Concept · Branding · Social
ROLE
Strategy, Branding & Creative Direction
The Vision
When word got out that, an experienced surfboard builder Luis had moved into the neighbourhood, it wasn’t long before the word got out, and friends started dropping their boards off for ding repairs. A few loose ideas were thrown around, I suggested to give the side hustle a name, a brand, and think about what it could develop into.
A lite brand was built with that future in mind: putting a face to the ad hoc enquiries, establishing a social presence, and grow organically.
The Concept
The name Good Glass plays on two things at once. On one level, it speaks directly to craftsmanship, quality repairs and glassing. On the other, it’s a nod to a running joke between friends.
When Luis first arrived in Australia, he kept hearing people sign off conversations with what sounded to him like “Good Onion.” Confused, he asked a mate; are the onions really that good here? It was “Good on ya,” of course. The mishearing stuck, became an in-joke, and eventually found its way into the brand.
The Outcome
With the brand live and the Instagram feed recently launched, Good Glass is taking a deliberate MVP approach to growth. SMS referrals and Instagram DMs have already proven sufficient for early traction, a website landing page will come later, once demand justifies it.
Stickers, guerrilla-style marketing, and genuine word-of-mouth are the tools for now. The plan is simple: grow organically, keep overhead low, and scale facilities and materials in step with demand.
“The Cutback Store lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua enim ad minim veniam quis nostrud.”
Luis Ulloa
Founder, Cutback Store Founder
Creative Expertise
CONCEPT IDEATION
- MVP scoping
- Concept validation
STRATEGY
- Strategic foundations
- Brand positioning
- Brand personality
- Concept ideation
DESIGN
- Creative direction
- Brand identity
- E-commerce Interface Design
- Content Ideation
Project Showcase
iGrain – Brand repositioning and identity refresh gains competitor acquisition for grain trading platform
Good Glass – From garage ding repairs to surfboard laminating co
PharmMap – UI refresh enables Healthcare Analytics platform break into global markets
Evermed – Assisting a healthtech startup from rapid prototype to phase 01 launch
Surfside – Repositioning a community church to align new vision after 25 years
Puravida Study – Selling the Australian lifestyle dream to the world through international education
iGrain – Brand repositioning and identity refresh gains competitor acquisition for grain trading platform
Good Glass – From garage ding repairs to surfboard laminating co
PharmMap – UI refresh enables Healthcare Analytics platform break into global markets
Evermed – Assisting a healthtech startup from rapid prototype to phase 01 launch
Surfside – Repositioning a community church to align new vision after 25 years
Puravida Study – Selling the Australian lifestyle dream to the world through international education