Cure's Packaging Designed By Gander Highlights The Bursting Fruit Flavors
by Chloe Gordon on 06/15/2022 | 3 Minute Read
With gorgeous typography and stunning photography, the packaging design for the hydration mix cure is simply stunning. Designed by Gander, the packaging highlights the brand's bursting fruit flavor through effective color usage and oversized photography. It's simple, it's effective, and the design is totally in line with the gorgeous work Gander always produces.
Cure came to us with a fundamental problem that needed solving: they had an exceptional product that was getting lost amongst some similar looking (but not similar quality) brands. We wanted to help Cure clarify their singular point of view and ensure that consumers and retailers could understand what makes them so unique upon first glance.
Our new vision for Cure was simple, iconic, and bursting with real fruit flavor. We avoided being overly bubbly or humorous and instead created an identity system that was intelligent, clean, and decidedly confident. This helps the brand to feel like a calming departure from the bustle of everyday life. The new ingredient-focused packaging system highlights the care and attention that Cure puts into their formulations, while the updated color palette brings each flavor to life and offers a nod to the previous brand DNA. Together, these elements effectively say no one does natural like Cure does.
When reflecting on their preexisting brand, we felt that the overall look and tone was a bit too carefree, and didn’t come across as rigorously effective as it actually was. It also didn’t clearly communicate Cure’s dedication to premium, natural ingredients. We knew we needed to make some radical changes if we were going to shift the perception of the brand to match their offering.
To do this, we first tried just about every hydration mix on the market and came to the conclusion that Cure has done the impossible: they’ve made the only truly natural (and truly delicious) option for functional electrolytes. Their science-backed hydration mixes are based on the World Health Organization’s gold standard of rehydration, all while only using a few delicious, plant-based ingredients.
- Designed By: Gander
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