Joining the gold rush
What we did:
- Creative Strategy
- Visual Identity
- Brand World
We need an ownable brand for our new range of cannabis infused gummies.
In California, cannabis edibles are big business. Yet all the brands in the category look the same – either following the cheesy ‘stoner’ tropes or opting for an ‘old fashioned boiled sweet’ style aesthetic in an attempt to seem credible.
Mine nostalgia and filter through a new lens to meld together fun and function.
Two teams, six months and eight hours time difference. We worked closely (yet remotely) with the Breez team to create a fun, fresh and inclusive identity for Goldmine Gummies.
This brand was all about intrigue and escapism so, using the name as a springboard, we created a playful narrative thread to run through everything.
“We wanted it to feel like Disneyland for adults.”
We tapped into the nostalgia of brands we grew up with and loved as kids and reinvented them to suit adults today, encouraging people to find their Goldmine – whatever that means to them.
The packaging had to deliver the benefits of each gummy in an ownable, yet trusted way that suited the playful nature of the product. So each illustration acts as a visual shortcut to communicate the flavour and sell the benefit in the simplest way possible.
“A big challenge was how we’d bring the energy and fun without looking like a kids’ sweet brand. So we steered clear of creating characters in the traditional sense and instead opted for a more abstract, grown up approach.”
Inspired by the world of cosmetics, we created a whole host of branded displays to inject some much-needed excitement into the in-store experience.
We then worked with Hungry Sandwich Club to develop an equally compelling digital experience.
“I searched for months to find the right creative partner to bring Goldmine to life. Simon and the team just got the idea – they were unafraid to take risks, and worked hand in hand with us to navigate some tough creative and compliance challenges.”
Cofounder — Goldmine Gummies