| Gaia Herbs
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: USA Industry/Sector: Consumer Goods and Services, Healthcare Below: Before and After Images in Slide Show, Summary 
Summary: Industry Setting In recent years, herbal supplements have been getting a bad rap with recalls and negative press. Consumers don’t know who to trust. Consumers’ in-store experience is no more reassuring, with limited information hidden in small print behind overwhelming, chaotic product sets. Brands are virtually invisible and rely on store staff for recommendations. Challenge • Low brand awareness • Reasons to trust the brand are fragmented and inconsistent • Product positioning not relevant to consumer needs • Consumers are passionate about herbal medicine, Gaia Herbs is not connecting their passion to the organization beliefs and commitment Strategy • Provide incontrovertible proof of Gaia Herbs integrity through radical transparency by enabling consumers to trace their herbs online from seed to shelf • Empower retail staff by making key information accessible on the front panel that they need to relay to consumers about ingredient and function • Reorganize the offering into four emotive consumer needs states for greater product relevancy • Celebrate Gaia Herbs profound commitment to herbal medicine at every touchpoint from trade show, web, sales, catalogues, to in-store • Simplify the story by using the traceability program as the platform to convey all the proof points of Gaia Herbs commitment Result Gaia Herbs launched the first traceability program in the supplement industry, the most comprehensive in any industry. It raised the bar, and addresses the erosion of public trust. The new identity gave voice to Gaia Herbs’ belief system with passion that resonated with consumers and retailers alike. Credits: Client: Gaia Herbs - www.gaiaherbs.com Vice President of Marketing: Ann Buchman Brand Strategists/Designers: Pure Branding - www.purebranding.com Principal Creative Director: Yadim Medore Principal Brand Strategist: Kevin Williams Head of Research: David Poole Brand Activist: Joshua Lynn [back] |
