Good Nature

Building a new identity and strategy for the next premium CBD brand

Brand Positioning|Brand Strategy|Print & Packaging|Visual Identity

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The Good Nature logo was developed to create a premium and organic aesthetic. The flourishes of the typography are exaggerated and reference the natural shapes of leaves and branches.

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The name ‘Good Nature’, related directly to the brand values we were creating. Allowing the brand to occupy a unique positioning in the market. The name reflects the core pillars of the brand and sits effortlessly alongside the brand proposition; Wellbeing, well made.

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To reflect the organic nature of the CBD products we created an illustration style that highlighted the key ingredients, which range from various fruits to the cannabis plant itself. Based on botanical studies, these illustrations can be used in a number of engaging ways. As beautifully simple fine line drawings or with layered colours that add extra dimension and vibrancy.

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Fellow

Good Nature

Building a new identity and strategy for the next premium CBD brand

Brand Positioning|Brand Strategy|Print & Packaging|Visual Identity

Fellow was approached by the team behind what is now known as ‘Good Nature’, to support them in creating a name, brand world and strategy, for a new range of premium CBD products that they were bringing to market. The new product range was focused on skin creams, oils and edibles. With the high quality products set to be sold primarily in the United Kingdom, with plans set to expand into various Caribbean markets and the United States. The team required a total brand world and brand strategy to be developed. This was to include the creation of a bespoke brand voice, product naming, brand positioning and values, key messaging and a holistic visual identity.

01. Research

Finding a brand narrative and name that captured the essence of the CBD brand, required a mixture of market insights and a rigorous series of workshops. A process that allowed for a series of directions to be explored and developed. The name ‘Good Nature’, related directly to the brand values we were creating. The name reflects the core pillars of the brand and sits effortlessly alongside the brand proposition; Wellbeing, well made. Good Nature speaks to the key messaging we created. Good Nature reflected the highest quality standards the brand stood for, whilst referencing the natural and organic ingredients utilised and creates an atmosphere in line with the serene and calming effects of the products.

02. Exploration

Once the brand strategy was agreed upon we set about working on exploring these established elements into a visual identity. The Good Nature logo was developed to create a premium and organic aesthetic. The flourishes of the typography are exaggerated and reference the natural shapes of leaves and branches. The logotype is clear and concise. On top of this we created a primary marque to be used when the primary logotype was not viable, due to sizing or format limitations. The marque is a shorthand representation of the original logotype, using the same reference points to nature whilst introducing the imagery of a seed or kernel. The marque gives the brand further flexibility at the implementation stage. Alongside this we created the brand world’s core colour palette. Again choosing to find tones and colour combinations that exude a calming and composed feeling, as well as a premium high end feel. The brand colour pattern leant heavily towards the use of tones and shades of green. We chose green for it’s symbolic meaning, the colour of nature, of growth, harmony and freshness. As well as its association with healing power, extremely relevant to the product and the formalised brand narrative.

03. Development

The Good Nature brand world includes a series of visual devices and outlines that allow for seamless application as well as elevating the brands effectiveness at showcasing and promoting the clients products. We created a Grid System based on a classically rooted editorial grid style to create clear boundaries for how the brands typography should be used in conjunction with other brand assets. Based on scientific botanical papers, we created a framework to communicate a knowledgeable and educational tone to demonstrate the core values of the brand. The grid created a strong foundation for an ordered and balanced look, as well as giving space for a mixture of elements to work alongside each other in an organic manner. The grid also allows room for creativity and expression within future iterations of brand assets. To reflect the organic nature of the CBD products we created an illustration style that highlighted the key ingredients, which range from various fruits, herbs, natural oils and the cannabis plant itself. Based on botanical studies, these illustrations can be used in a number of engaging ways. As beautifully simple fine line drawings or with layered colours that add extra dimension and vibrancy. The way in which they can be used has also been developed to create a variety of impacts. Supergraphic illustration allows for the brands level of knowledge and deep understanding of the botanicals behind the Good Nature products to be visualised in a dynamic way. Whilst the Spot illustrations can be used individually and in combination with other illustrations and brand assets to create an appealing luxury aesthetic that is still firmly rooted in nature.

04. Implementation

We worked with the client to create a wide range of packaging options for the span of products offered by Good Nature. This entailed creating designs for tubes, bottles, sprays, boxes of varying sizes for the creams, oils and edible gummies that are set for release. This was a great opportunity to showcase the elasticity of the brand's visual identity and to demonstrate the power and effectiveness of the brand devices. In addition to the packaging, a wide range of marketing outcomes were needed for the upcoming product launch. This ranged from billboard posters to digital social media content, website layouts and even the livery for a fleet of decommissioned ambulances the client is set to use to promote the brand.

Good Nature

Good Nature

Building a new identity and strategy for the next premium CBD brand

01. Research

02. Exploration

03. Development

04. Implementation

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