Featured image for Neuro Doesn't Just Want To Be Your Average Gum Or Energy Supplement

Neuro Doesn't Just Want To Be Your Average Gum Or Energy Supplement

by Bill McCool on 04/14/2020 | 2 Minute Read

While ABC’s Shark Tank functions more or less as a fancier-than-usual infomercial for up-and-coming businesses, the program has a knack for breaking companies and brands you might not otherwise have heard of. 

Just recently, Neuro found their way inside the mostly toothless but well-funded tank, showcasing their line of energy supplements. The nootropic-based gums and mints come in two effects-based products, Energy & Focus and Calm & Clarity, promising a clean burst of pep, improved cognitive clarity, and some much-needed decompression. The energy products function similarly to a half a cup of coffee as they have the same amount of caffeine, while the calming products feature GABA, a soothing ingredient for anxiety and stress.

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In the works for five years, the founders successfully funded themselves with an Indiegogo campaign, and you can now find them in over 6,000 stores nationwide. Wanting more than to be just a typical gum or energy product, they wanted to position themselves as a lifestyle brand, one that was, “in your pocket and in your corner, so you can feel your best and do more.” So, they turned to LA-based design and branding agency Herman Scheer for their packaging and visual identity to create something memorable from the first time consumers experience their supplements.

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Editorial photograph

Thoroughly monochromatic and gorgeous, the packaging is minimal for both the gum and mints, and the colors suggest the overall mood and feeling for each product. Both of the Calm & Clarity varieties-Honey Lemon and Ginger Chai-feature soft, warming colors and an icon of a sunset that you’ll find on the packaging in addition to the supplements. Energy & Focus comes in two flavors as well; cinnamon gets an energized red and peppermint with in an icy blue. Conversely, the packaging features a buffering icon, which I get, but it feels like an electronic device, and even the casual reminder of waiting for something to perform fills me with anxiety.

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Editorial photograph

With a Shark Tank appearance and an elegant identity from Herman Scheer under their belt, Neuro seems poised for a breakout year. Also, it certainly beats downing a 5-hour Energy, which makes me feel like I’m having a heart and/or panic attack for several white-knuckled hours, and about the only thing I can focus on is grinding my teeth and listening to thrash metal.

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