Hi Tina, gives us the stats first. Where are you from, and what do you do —what’s your job description?
Hey, sure. My name is Tina Tenkmann. I’m from the city of Münster originally and have been living in Berlin since 2016. I’m the co-founder and Creative Director of Very Good Looking.
Very Good Looking is a creative impact studio for purpose-driven brands and ideas. We’re based in Berlin, but international at heart.
Personally, I’ve always been an absolute sucker for beautiful branding, so my job to me is more than a profession — it feels like a necessity to me, and is something I would probably still do if it wasn’t my job. And since we decided to focus on serving purpose-driven and impact-led companies, my work has become an even bigger source of joy for me.
Tina & team Very Good Looking at work.
Yes, how did that decision come about? How did you end up here?
After I completed my master’s degree in communication design and had gained some experience in various design- and advertising agencies, I had increasingly specialized in corporate identity and strategic conception, catering to both B2C and industry clients.
Then, about five years ago, my life took a significant turn when I embraced a vegan lifestyle. This transformation ignited a passion for sustainability, climate justice, and animal welfare. As my values evolved, so did the idea of running my own design studio, ideally in alignment with these values.
So, I took a leap of faith, first by freelancing and then by joining forces with my now co-founder, Eric Mirbach. We founded Very Good Looking in 2020.
How exactly did your personal values shape the studio’s foundation?
It was clear to us from the get-go that our studio would be all about empowering impact-driven companies with outstanding creative.
“To create impact at scale, not only do we need better products, we also need to change the way they are perceived.“
Very Good Looking is built on the idea that it’s not optional for outstanding branding and sustainability to go hand in hand.
Luckily, more and more companies make impact a corner-stone of their philosophy, and that’s fantastic!
However, when it comes to their visual identity, they often get caught up in the same old clichés — whether that’s the standard green color palette or the overly used vegan leaf in the logo.
These aesthetics are traditionally associated with sustainability, which in and of itself isn’t wrong, of course. But unfortunately, these design choices create a niche ‘sea of sameness’ for ethical brands. They don’t stand out, they don’t have a distinctive identity — and what’s worse, they are charged with preconceptions:
Sustainability, veganism, environmentalism, while widely accepted as direly needed, don’t feel aspirational for consumers, and these design tropes enforce expectations of abstinence, renouncement, cardboard flavors and a less vibrant life.
In order to actually create impact on a bigger scale, not only do we need better products, we also need to change the way they are perceived.
Therefore, we believe that especially branding for ethical companies needs go beyond the learned stereotypes. The next generation of category-disrupting products needs to look the part.
That’s why we specialize in creating visual identities that are as unique as their stories and values.
How do you determine who’s “impact-driven”, who’s a good fit for you?
We collaborate with a wide range of and companies and we make it a point to actually get to know the people, and look at both their actions and the way they communicate their intentions.
Our perspective on who qualifies as impact-driven deeply depends on the specific projects and partners we engage with. That can be a start-up or scale-up or an NGO that has been built around a sustainability-mission, say in plant-based food, or ethical fashion, or in e-mobility.
”If you’re good people, we want to see you thrive!“
Or it could be a big international cooperation, say in the construction industry, that is working on implementing company-wide sustainability practices and needs support with communication and design work around that massive effort. Very different outset, very different lever.
Ultimately, we look at the actions, initiatives, and values of potential partners and clients. If their efforts contribute positively to society, the environment, or their respective industries, we want to do our best to make them shine!
At the end of the day, if you’re good people, we will be genuinely invested in seeing you thrive and make a significant impact.
Which client project stands out to you in particular and why?
One project that holds a special place in my heart is Mondarella, a vegan cheese company we’ve been with since their very beginning.
Witnessing their remarkable journey has been incredibly rewarding. They initially started with only one product, and today, they boast a diverse range of specialty cheeses and are sold across Europe.
Our faith in their product is unwavering — clean label, 100% natural ingredients, and most importantly, exceptionally delicious!
Also, our collaboration with them spans across almost all touch points of the brand, which is a dream come true!
We’ve played a key role in their market entry by creating a new brand identity and packaging, as well as handling their social media, performance marketing, campaigns, and sales materials.
In your experience, where do you see your work making the most impact: With big, established companies or with smaller startups?
I’ve found that our work can have a meaningful impact for both established brands and visionary startups.
With big companies, our expertise in ethical branding and sustainability can help them evolve and align their practices with the growing demand for responsible business. By a strategic rebrand, or by integrating new communication measures into their existing brand structure, these companies can reach new audiences and reaffirm their commitment to positive change.
On the other hand, collaborating with startups allows us to be a part of their transformative journey from the ground up. We can help them set up their brand identity in a way that authentically reflects their values, and creates a strong foundation for their future growth and impact.
What’s your vision for Very Good Looking, both from a business perspective as well as creatively?
My vision for Very Good Looking is twofold.
From a business perspective, I aspire for us to be recognized as the agency that delivers exceptional creative work for impact-driven brands. I would love for Very Good Looking to be synonymous with top-notch, purpose-driven design within the industry.
“My vision for Very Good Looking is to power the change we want to see in the world through great design!”
Creatively, I see us pushing the boundaries of ethical branding, constantly exploring new ways to communicate sustainability and ethical practices in fresh and engaging ways. I want us to be the creative trailblazers, setting trends rather than following them.
Ultimately, my vision is for Very Good Looking to be powering the change we want to see in the world through great design.
Thank you, Tina.
Learn more:
For more information on Tina’s impact design studio Very Good Looking, check out their website and socials:
