Style: Robotic Food
Project Type: Produced
Product Packaging Contents: CBD health
Robotic Food balances nature and science for CBD brand name Healist Advanced Naturals
Health start-up Present Life launches Healist Advanced Naturals, a medically supported CBD range, with a cut-through brand technique that weds science and nature by Robotic Food.
Given that restrictions on making use of cannabidiol (the non-intoxicating part of cannabis) were raised in Europe and North America, the CBD wellness sector has taken off. Experts are now forecasting that the international market will exceed ₤72 billion by 2026– and sales of CBD-based products in the retail sector will be a major motorist of that development.
As an outcome, the marketplace is ending up being significantly crowded and confused, with a proliferation of balms, oils, and casts in varying percentage strengths, assuring to fix any number of health concerns.
Present Life wanted to create a product line that benefited from this sector development, but in a way that alters the story around CBD products, gets rid of confusion, shows stability, and makes the health advantages crystal clear to the consumer.
Robotic Food was approached to drill down and define the opportunity, and after that develop a tactical reaction to position Healist as a benefit-focused flagship brand with multichannel selling in mind. The resulting work has actually allowed Healist to cut through all the white sound. Consumers are reassured of the premium nature of the products, and have the ability to browse the variety quickly to discover the ideal variation for their requirements.
A balance of science and nature
” A shift in regulations and consumer frame of mind have fuelled a sharp growth in the CBD category, so we required to develop a brand with distinct cut-through. It was important to remove the common barriers associated with CBD products, build trust and make it mainstream,” states Simon Forster, executive imaginative director and creator of Robotic Food.
An essential part of the strategy was to show the advantages to be discovered where modern science and botanical know-how meet, and demonstrate how that marital relationship can assist consumers restore balance and ‘reclaim their 100%’.
To that end, the blend message appears at every touchpoint on the customer journey. The bespoke product packaging format makes a genuine virtue of the science and nature story and concentrates on the efficiency of the active ingredients. A lab-white ‘science’ sleeve with a diecut ‘H’ is removed to expose the ‘nature’ layer, including botanical illustrations that display active components, with 4 colourways so consumers can quickly distinguish the four primary advantages (calm, sleep, well-being, relief).
” The ‘H’ marque catches Healist’s spirit. One pillar represents science, the other nature, while a main dot joins the 2 and is symbolic of stability,” says Steph Oglesby, style director at Robotic Food.
Robot Food has produced a brand name world and tone of voice to support the USP and inspire trust, with messaging that includes hero statements like: “Ground-breaking science. It remains in our nature” and “Potent natural ingredients. Down to a science.”
From product packaging right through to the brand name interaction technique, scientific hints, consisting of annotation lines and botanical illustrations, develop a structure that reinforces the power of nature when combined with a scientific method.
Benefit-led brand name architecture
” We’ve produced and launched our own brand names at Robotic Food, so we were able to determine the broader chance within the market,” states Forster.
Michael Bryce, co-founder and worldwide chief marketing officer, Healist, says: “Dealing with Robot Food helped us clarify and completely understand our special market position. As a firm, the group at Robot Food always has front of mind industrial practicality in addition to strong, appealing design. The brand strategy can flex and grow as we do too.”
Part of a continuous relationship with Present Life, Robotic Food will continue to support Healist with digital content production, and function as brand guardians. Launched online in March, Healist plans to break into traditional sellers in the United States, followed by the European market depending on the changes to CBD guidelines.