From natural to mass retail: Gaia Herbal Gummies

Gaia was looking to expand its reach and relevancy by launching a new line of Herbal Gummies in mass retail, extending outside of the natural channel for the first time. 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.



Gaia found success within the natural channel but needed to reach a broader consumer set if they were to continue growth. With the explosion of Gummies as the vitamin format of choice in mass retail, they decided to launch a new offering that would directly target the FDM retail shopper, competing directly with the likes of Olly.



We wanted to express the purity of their herbs along with the transparency of their ingredient sourcing through a powerful identity. 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.



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 green cap to create brand blocking at shelf and a harmonious look for the gummy products. We maintained Gaia's premium perception while breaking through the clutter with this minimal, premium look and feel.