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Gaia was looking to expand its reach and relevance by launching a new line of herbal gummies in mass retail. To launch a new line of Herbal Gummies in mass retail, they needed a fresh modern take on the Gaia identity to signal a new premium offering, with a packaging design that would breakthrough at shelf in an oversaturated category.

We crafted the Gaia gummy design language to honor that brand transparency with the iconic Gaia "g" shaped window that transports the consumer straight to nature's source - the herb.Our use of photography in the "g" harnesses the natural vibrancy of each herb in combination with Gaia's rich green color. While competitors are leaning into candy-ness in the gummy space we lead with power of real, organic herbs. The organic shape of the Gaia "g" differentiates from the rigid geometry of their mass competition and adds dynamic movement as the "g" feels as if it is growing from the base of the label.Gaia has built existing equity in the natural space so striking a balance of staying true to their existing brand presence while celebrating this new product proposition was the challenge. We leveraged the Gaia plant powered green colored cap to create brand blocking at shelf and to create a harmonious look for the family of gummy products. In the oversaturated supplement aisle we maintained Gaia's premium perception while breaking through the clutter at shelf with this minimal, premium look and feel.

MADEIT CREDITS

  • Gaia HerbsClient
Annual 2022 ShortlistFrom natural to mass retail: How to breakthrough at shelf in an oversaturated categoryPackaging Project featured: on 1st May 2022 Contributor:

Clarkmcdowall has been a Contributor since 25th November 2015.

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From natural to mass retail: How to breakthrough at shelf in an oversaturated category

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