Style: Robot Food
Job Type: Produced
Packaging Contents: CBD wellness
Robotic Food balances nature and science for CBD brand name Healist Advanced Naturals
Health start-up Present Life launches Healist Advanced Naturals, a clinically supported CBD variety, with a cut-through brand name strategy that weds science and nature by Robotic Food.
Because restrictions on making use of cannabidiol (the non-intoxicating component of cannabis) were raised in Europe and North America, the CBD health sector has actually blown up. Experts are now forecasting that the international market will surpass ₤72 billion by 2026– and sales of CBD-based items in the retail sector will be a significant motorist of that development.
As a result, the marketplace is ending up being increasingly congested and baffled, with a proliferation of balms, oils, and casts in differing percentage strengths, promising to correct any number of health concerns.
Present Life wished to produce a product line that benefited from this sector development, however in such a way that changes the narrative around CBD products, eliminates confusion, shows stability, and makes the health benefits crystal clear to the customer.
Robot Food was approached to drill down and define the chance, and after that create a strategic response to place Healist as a benefit-focused flagship brand name with multichannel selling in mind. The resulting work has actually enabled Healist to cut through all the white noise. Customers are assured of the premium nature of the products, and are able to browse the variety quickly to find the ideal variant for their requirements.
A balance of science and nature
” A shift in policies and consumer state of mind have actually fuelled a sharp growth in the CBD classification, so we required to develop a brand with distinct cut-through. It was important to eliminate the normal barriers associated with CBD items, develop trust and make it traditional,” states Simon Forster, executive creative director and creator of Robot Food.
A crucial part of the technique was to show the benefits to be discovered where modern-day science and botanical knowledge fulfill, and show how that marital relationship can help customers gain back 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 focuses on the efficiency of the components. A lab-white ‘science’ sleeve with a diecut ‘H’ is gotten rid of to expose the ‘nature’ layer, featuring botanical illustrations that showcase active components, with four colourways so customers can quickly distinguish the 4 main benefits (calm, sleep, wellness, relief).
” The ‘H’ marque catches Healist’s spirit. One pillar represents science, the other nature, while a central dot joins the 2 and is symbolic of stability,” says Steph Oglesby, style director at Robot Food.
Robotic Food has developed a brand name world and tone of voice to support the USP and inspire trust, with messaging that includes hero declarations like: “Ground-breaking science.
From packaging right through to the brand name communication technique, scientific cues, consisting of annotation lines and botanical illustrations, produce a structure that enhances the power of nature when combined with a scientific method.
Benefit-led brand architecture
” We have actually created and launched our own brands at Robotic Food, so we were able to determine the more comprehensive opportunity within the marketplace,” says Forster. “The majority of CBD brand names focus their technique on the portion of CBD oil, or line up to a particular lifestyle. With Healist, we put the customer first, producing benefit-led services presented in a brand architecture that bridges science and health and wellbeing.”
Michael Bryce, co-founder and international chief marketing officer, Healist, says: “Working with Robot Food helped us clarify and completely realise our unique market position.
Part of a continuous relationship with Present Life, Robot Food will continue to support Healist with digital content production, and act as brand guardians. Launched online in March, Healist prepares to get into mainstream sellers in the United States, followed by the European market depending on the changes to CBD regulations.