Adelaide Wellness
A refreshing new take, while sticking to your roots
Background:
Adelaide Wellness is a lifestyle wellness and supplement brand, aimed at young working professionals in the city. The name draws inspiration from Adelaide Street, a well-known area in the downtown Toronto core that is strongly associated with the surrounding Finance, Tech and health-savvy millennials that frequent it.
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Audience:
The target audience is 22-40 year old females, living and working in the city as independent professionals. They value the free time in their busy lives - they do not have children yet, but aspire to someday. They are fitness and wellness conscious, working out several times a week in spin, boxing or Yoga classes. They keep up with the latest health trends on social media platforms.
The Challenge:
The current product, "DRIP", is a CBD oil tincture that comes in a glass bottle. We surveyed customers to find that the bottles had some issues:
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Easy to spill
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Glass components can break
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Difficult and messy to take while on-the-go
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Not discreet - there is still a stigma attached to a cannabis derived product
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How can we add a new category of products with a refreshed design to communicate these changes, without straying too far away from the core brand identity and messaging?
The Solution:
Change the form factor, keep the voice.
We tested 9 different spray applicators taking into account size, portability, spill-ability, brand-ability and cost before settling on the final one - a child-proof locking spray bottle made in USA which was thicker and allowed a larger more legible label to be applied.
We created new labels for the spray bottles, and kept the tone and imagery consistent with our guidelines and research. We kept the following themes in mind to stay connected to the target audience:
Clean
Elegance
Empowerment
Modern
Accessible
