JOINING THE GOLD RUSH
The Brief:
“We need an ownable brand for our new range of cannabis infused gummies.”
The Insight:
In California, cannabis edibles are big business. Yet all the brands in the category look the same – either following the cheesy ‘stoner’ tropes or opting for an ‘old fashioned boiled sweet’ style aesthetic in an
attempt to seem credible.
The Idea:
Mine nostalgia and filter through a new lens to meld together fun and function.
Two teams, six months and eight hours time difference. We worked closely (yet remotely) with the Breez team to create a fun, fresh and inclusive identity for Goldmine Gummies.
This brand was all about intrigue and escapism so, using the name as a springboard, we created a playful narrative thread to run through everything.
The packaging had to deliver the benefits of each gummy in an ownable, yet trusted way that suited the playful nature of the product. Each illustration acts as a visual shortcut to communicate the flavour and sell the benefit in the simplest way possible.
We tapped into the nostalgia of brands we grew up with and loved as kids and reinvented them to suit adults today, encouraging people to find their Goldmine – whatever that means to them.
Inspired by the world of cosmetics, we created a whole host of branded displays to inject some much-needed excitement into the in-store experience.
“A big challenge was how we’d bring the energy and fun without looking like a kids’ sweet brand. So we steered clear of creating characters in the traditional sense and instead opted for a more abstract, grown up approach.”
Martin, Creative Director
