Gaia, the herbal supplement brand, recently worked with the brand architects at Clarkmcdowall to develop a new line of gummies. The new line features a more contemporary packaging design system that still honors the brand's well-known transparent attitude. Instead of creating a more juvenile aesthetic when thinking about gummy vitamins, Clarkmcdowall designed a system that plays into the organic and natural brand elements.
Gaia is a brand that prides itself not only in its plant powered herbal products but the purity of their herbs along with the transparency of their ingredient sourcing. The brand came to us looking to expand its reach and relevancy by launching a new line of Herbal Gummies in mass retail. They were looking for 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.