Wonderbelly Wants To Be the Antacid That Saves You (From Heartburn AND Plastic)
by Rudy Sanchez on 06/14/2022 | 2 Minute Read
According to a recent study, gastroesophageal reflux disease (or the much cooler sounding GERD) is a common digestive disorder that up to 20% of Americans report suffering. An oft-reported symptom includes heartburn, which for many can be effectively treated using calcium carbonate, the active ingredient in many popular over-the-counter (OTC) medications.
Unfortunately, these antacid tablets also contain many ingredients that don’t serve any medicinal purpose, such as artificial dyes, corn syrup solids, cornstarch, GMOs, and artificial sweeteners. Most antacid tablets also come packaged in plastic.
Brother duo Lucas and Noah Kraft saw an opportunity to create a better calcium carbonate antacid that addresses heartburn and indigestion without all the bad stuff, as Lucas has long suffered from digestive health issues because of a decades-long bout with bulimia. The result is Wonderbelly, a new antacid brand that provides relief in new and exciting flavors, free of artificial flavors, colors, and talc.
Branding and packaging, conceived by Lucas and executed with the help of the agency Indiegogh, are straightforward, communicative, and plastic-free. Antacid tablets come packaged in screwtop metal jars that can be recycled or repurposed thanks to their convenient cylindrical shape and size. The white color is clean and is fitting for an OTC product. A splash of color is added, inspired by each flavor, soft pink for Strawberry Milkshake and two different greens for Citrus Mint and Watermelon Mint. A checklist of what’s not in Wonderbelly is presented right on the front, with a small graphic representing the flavor next to it. The wordmark is strong and eye-catching and has some movement to it, adding character to the branding.
The overall presentation is a balance of conventional OTC style contemporized but made attractive. Wonderbelly isn’t BS, woo-woo herbal solutions to indigestion, but it also isn’t your parents’ antacid, either, with branding that's both straightforward and confident.
Wonderbelly antacid is now available from Wonderbelly.com.
Images courtesy of Wonderbelly.
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