Healist Identity|海报/平面|广告营销案例【ADGuider广告指南】

健康主义者的身份

案例简介：健康初创公司rest Life推出了Healist Advanced Naturals，这是一个临床支持的CBD系列，其贯穿的品牌战略将科学与自然与机器人食品相结合。由于在欧洲和北美取消了对大麻二酚 (大麻的非令人陶醉的成分) 的使用限制，因此CBD健康部门激增。分析师现在预测，全球市场将超过720亿2026年英镑-零售业基于CBD的产品的销售将是这一增长的主要动力。结果，市场变得越来越拥挤和混乱，香脂，油和tin剂以不同的百分比强度激增，有望解决许多健康问题。当前生活希望创建一条利用这一行业增长的产品线，但要改变CBD产品的叙述，消除混乱，展示诚信，并使消费者对健康的好处一目了然。与机器人食品 (Robot Food) 进行了深入研究并定义了机会，然后制定了战略对策，将Healist定位为注重利益的旗舰品牌，并考虑了多渠道销售。由此产生的工作使Healist能够消除所有的白噪声。消费者对产品的高质量特性感到放心，并能够轻松浏览产品范围，以找到适合其需求的合适变体。“法规和消费者心态的转变推动了CBD类别的急剧增长，因此我们需要创建一个具有独特切入点的品牌。重要的是要消除与CBD产品相关的典型障碍，建立信任并使其成为主流。”机器人食品执行创意总监兼创始人西蒙·福斯特 (Simon Forster) 说。该策略的关键部分是展示在现代科学和植物学知识相遇的地方可以找到的好处，并展示这种婚姻如何帮助消费者恢复平衡并 “收回100%”。为此，融合信息在消费者旅程的每个接触点都很明显。定制的包装格式是科学和自然故事的真正美德，并着重于成分的有效性。去除带有模切 “h” 的实验室白色 “科学” 袖子，以揭示 “自然” 层，其特征是植物插图，展示了活性成分，并具有四种颜色，因此消费者可以快速区分四种主要优点 (平静，睡眠，幸福，救济)。“'H' 品牌抓住了疗愈者的精神。一个支柱代表科学，另一个性质，而一个中心点连接两者，是平衡的象征，“Steph Oglesby说，机器人食品的设计总监。机器人食品创造了一个品牌世界和语调，以支持USP并激发信任，其中包括英雄声明，例如: “开创性的科学。这是我们的天性 ”和“ 强效的天然成分 ”。从包装到品牌传播战略，科学线索，包括注释线和植物插图，创造了一种结构，当与科学方法相结合时，增强了自然的力量。福斯特说: “我们在机器人食品公司创建并推出了自己的品牌，所以我们能够在市场上发现更广泛的机会。”“大多数CBD品牌将他们的方法集中在CBD油的百分比上，或者与特定的生活方式保持一致。通过Healist，我们将消费者放在首位，创建了以利益为导向的解决方案，该解决方案以连接科学和福祉的品牌架构呈现。”Healist联合创始人兼全球首席营销官Michael Bryce说:“ 与机器人食品合作帮助我们阐明并充分实现了我们独特的市场地位。作为代理商，Robot Food的团队始终具有商业可行性以及强大而引人入胜的设计。品牌战略可以像我们一样灵活发展。“。作为与当前生活持续关系的一部分，机器人食品将继续通过数字内容创作支持Healist，并充当品牌监护人。Healist于3月在线推出，计划打入美国的主流零售商，随后取决于CBD法规的变化，进入欧洲市场。

健康主义者的身份

案例简介：Wellness startup Present Life launches Healist Advanced Naturals, a clinically supported CBD range, with a cut-through brand strategy that marries science and nature by Robot Food. Since restrictions on the use of cannabidiol (the non-intoxicating component of cannabis) were lifted in Europe and North America, the CBD wellness sector has exploded. Analysts are now predicting that the global market will exceed £72 billion by 2026 – and sales of CBD-based products in the retail sector will be a major driver of that growth. As a result, the market is becoming increasingly crowded and confused, with a proliferation of balms, oils, and tinctures in varying percentage strengths, promising to remedy any number of health concerns. Present Life wanted to create a product line that took advantage of this sector growth, but in a way that changes the narrative around CBD products, removes confusion, demonstrates integrity, and makes the health benefits crystal clear to the consumer. Robot Food was approached to drill down and define the opportunity, and then devise a strategic response to position Healist as a benefit-focused flagship brand with multichannel selling in mind. The resulting work has enabled Healist to cut through all the white noise. Consumers are reassured of the high-quality nature of the products, and are able to navigate the range easily to find the right variant for their needs. “A shift in regulations and consumer mindset have fuelled a sharp growth in the CBD category, so we needed to create a brand with unique cut-through. It was important to remove the typical barriers associated with CBD products, build trust and make it mainstream,” says Simon Forster, executive creative director and founder of Robot Food. A key part of the strategy was to demonstrate the benefits to be found where modern science and botanical know-how meet, and show how that marriage can help consumers regain balance and ‘reclaim their 100%’. To that end, the fusion message is evident at every touchpoint on the consumer journey. The bespoke packaging format makes a real virtue of the science and nature story and focuses on the effectiveness of the ingredients. A lab-white ‘science’ sleeve with a diecut ‘H’ is removed to reveal the ‘nature’ layer, featuring botanical illustrations that showcase active ingredients, with four colourways so consumers can quickly differentiate the four main benefits (calm, sleep, well-being, relief). “The ‘H’ marque captures Healist’s spirit. One pillar represents science, the other nature, while a central dot joins the two and is symbolic of equilibrium,” says Steph Oglesby, design director at Robot Food. Robot Food has created a brand world and tone of voice to support the USP and inspire trust, with messaging that includes hero statements like: “Ground-breaking science. It’s in our nature” and “Potent natural ingredients. Down to a science.” From packaging right through to the brand communication strategy, scientific cues, including annotation lines and botanical illustrations, create a structure that reinforces the power of nature when blended with a scientific approach. “We’ve created and launched our own brands at Robot Food, so we were able to identify the broader opportunity within the market,” says Forster. “Most CBD brands focus their approach on the percentage of CBD oil, or align to a specific lifestyle. With Healist, we placed the consumer first, creating benefit-led solutions presented in a brand architecture that bridges science and wellbeing.” Michael Bryce, co-founder and global chief marketing officer, Healist, says: “Working with Robot Food helped us clarify and fully realise our unique market position. As an agency, the team at Robot Food always has front of mind commercial viability as well as strong, engaging design. The brand strategy can flex and grow as we do too.” Part of an ongoing relationship with Present Life, Robot Food will continue to support Healist with digital content creation, and act as brand guardians. Launched online in March, Healist plans to break into mainstream retailers in the US, followed by the European market dependent on the changes to CBD regulations.