CREATIVE CHALLENGE
Reprise is a health and wellness company that harnesses the power of Traditional Chinese Medicine and distills it into convenient, tasty gummies. Starting out selling DTC, they realized that their packaging was not communicating to the consumer, what their product was. It was being mistaken for tea and the benefits of the herbs were not understood.
SOLUTION
In order not to alienate their loyal consumer base, we decided on a refresh that kept their visual identity, but optimized the communication hierarchy. Bold, juicy colors were used in the background to tie into the asian inspired fruity flavors of the gummies. Custom illustrations inspired by Chinese papercut art were developed in order to visually show the herbal ingredients. From competitive audit to consulting on the pouch size and substrate, every detail was considered in order to optimize their packaging design for succeed in retail.
SCOPE
Optimize and refresh the packaging design. Consulting in preparation for Expo West (design of collateral, tradeshow signage and brand design advisory).
As an AAPI founded brand, this was an opportunity to leverage the founders story and really highlight the authenticity of Reprise. We took this opportunity to show personal photos of the founders and their grandmas- who were their inspiration for bringing Traditional Chinese Medicine to modern consumers in an accessible way.
The new packaging design had it's big reveal at Expo West! It was very well received. It was a journey from initial concept sketches all the way to proofs and samples. We were very proud of the final outcome and the accolades it garnered. Apolo Ohno stopped by to show support at the booth as well!
In addition to their single herb line of gummies, Reprise also has a line of herbal blends. In order to solve for this new line and keep the visual language, we decided to leverage the color as a navigation tool. The colors code to the herb blends, while providing a place to highlight the functional benefit. This creates a visual distinction between the two lines, while still creating a sense of cohesion which will help consumers navigate on shelf.
Reprise was exhibiting for the first time at Expo West.
They went in strong with new packaging design!
They went in strong with new packaging design!
