Robot Food balances nature and science for CBD brand Healist
Wellness startup Present Life has launched Healist Advanced Naturals, a line of clinically supported CBD supplements and medicines that combines science and nature with a new design from Robot Food .
The health sector of CBD has exploded since Europe and North America lifted restrictions on the use of cannabidiol, the non-toxic component of marijuana. Analysts now predict that the global market will exceed £72 billion by 2026, and retail sales of CBD-based products will be the main driver of this growth.
As a result, the market has become increasingly crowded and chaotic, with balms, oils, and tinctures proliferating, with potent tinctures in various proportions expected to address many health concerns.
Life Now wanted to create a product line that capitalized on the growth of this industry, but in a way that changed the narrative around CBD products, removing confusion, demonstrating integrity, and bringing health benefits to consumers at a glance.
Robot Food was asked to conduct in-depth research and identify market opportunities, and then develop a brand strategy response to position the Healist brand as a value-focused flagship brand, while considering the performance of pharmaceutical packaging that can meet multi-channel sales . The resulting work allows Healist to cut out all the everyday noise. Consumers feel reassured about the high-quality characteristics of products and can easily shop through the product range to find a product that suits their needs.
Brand strategy and packaging design that balances science and nature
“Changes in regulations and shifting consumer mindsets have driven dramatic growth in the CBD category, so we need to build a brand with a unique entry point. Simon Foster, Executive Creative Director and Founder, Robot Food (Simon Forster) said: “It is important to remove the typical barriers associated with CBD products, build trust and make them mainstream.
A key part of the brand's strategy is to demonstrate the benefits of a combination of modern science and botanical knowledge, and show how this combination can help consumers restore balance and "restore 100% health."
To that end, fusion information is evident at every touchpoint in the consumer journey. The custom packaging forms the true virtues of the story of science and nature, with a focus on effective ingredients. A lab white 'Science' sleeve has a die-cut 'H' revealing the 'Nature' layer, featuring botanical illustrations showcasing active ingredients, and comes in four colours so consumers can quickly distinguish between the four main Benefits (calm, sleep, well-being, relaxation).
The “H” logo design captures the soul of the healer. "One pillar represents science and the other represents nature, while a central point connects the two pillars and symbolizes balance," said Steph Oglesby, design director at Robot Foods.
Robot Food has created a brand universe and tone of voice to support USP's unique selling point and inspire trust, with a message that includes: "A groundbreaking science. It's our nature and powerful natural ingredients."
From packaging design to brand communication strategies, scientific cues, including annotated information and botanical illustrations, create a structure that reinforces the power of nature when mixed with the scientific method.
Value-Oriented Brand Architecture
"We created and launched our own brand at Robot Food, so we were able to find a broader opportunity in the market," Foster said. “Most CBD brands focus their approach on a percentage of CBD or align with a specific lifestyle. With Healist, we put the consumer first, creating value-driven solutions that will Science is linked to happiness."
Michael Bryce, Co-Founder and Global Chief Marketing Officer of Healist, said: “Working with Robotic Packaging Design helps us to clarify and fully recognize our unique market position. As an agency, Robotic Foods Our team has always been ahead of commercial viability and strong, engaging design. Brand strategy can also evolve as flexibly as we do.”
As part of an ongoing relationship with current life, Robotic Packaging Design will continue to support Healist through digital content creation and act as a guardian of the brand. Healist, which launched in March this year, plans to enter the mainstream retailer market in the U.S., followed by European markets in response to changes in CBD regulations.
Health care product packaging design case sharing.