Garden of Life approached us, from across the pond, to reposition and rebrand their North American health supplement brand in preparation for launch into the UK market.
We needed to build on the Garden of Life brand promise and create a brand identity and packaging that would allow the brand to compete in both the UK and European markets, and clearly demonstrate a point of difference and reason for being to both consumers and the trade.
The then‐existing portfolio of products and ranges had evolved organically and independently over time creating a mismatch of creative styles and a sensory overload of graphics and information.
We had to address the overall brand architecture, product differentiation and communication hierarchy, to make it easier for consumers to understand and shop.
We began by distilling the brand promise into a simple message, "extraordinary ways of supplementing your extraordinary life through the power of our organic garden", and proposition ‐ "Live your extraordinary!"
Garden of Life's in‐house creative team would be rolling out the new brand identity across hundreds of SKUs, so we needed to set tight but flexible rules for the asset architecture and overall packaging structure.
A selection of the original brand concepts for Garden of Life that never made it past the intial stages.
My Role: Designer, Design Director & Account Manager.
Team Credits: Springetts Brand Design Consultants: Sophhie Broderick ‐ Senior
Designer, Max Ostler - Designer & Chris Redford - Designer.
