CALMING WELLNESS: Sachet and box gradient colours reflect the product colour and project a feeling of calmness and wellness.
SHELF PRESENCE: The packaging was designed for stand-out shelf presence with calming, sophisticated colours and bold, memorable typography.
ELEGANCE AND COMPLIANCE: Strict packaging compliance meant a lot of information needed to fit into a small space. An elegant look and feel was maintained through disciplined typography, hierarchy of information and 360° consideration of packaging surfaces and information zones.
SOCIAL STANDOUT: Social media is a major channel of promotion for the brand, so the packaging needed to be iconic and easily recognisable in candid social media posts.
BRAND TOOLKIT: A simple kit of design elements helped to make the brand distinctive and recognisable.
HANGXIETY HALO BRAND CREATION
Relieving hangover anxiety and promoting mental wellbeing
Challenge
Hangxiety Halo is a new product to relieve the feeling of post-drinking anxiety, or 'hangxiety.' The challenge was to create a brand identity and packaging that could simultaneously educate consumers on this new category, build trust as a TGA-listed therapeutic good, and resonate with a modern, health-conscious audience in a crowded wellness market.
Approach
We worked closely with the founders to develop a brand identity that connected with their target audience and witty tone of voice. Category research, moodboards and colour testing informed our development of a distinct visual identity and packaging system that bridges the gap between wellness, efficacy and playfulness.
Solution
We created a brand identity focusing on a HH monogram, custom logotype and packaging system that stands out on shelf and online, whilst projecting a feeling of calmness and wellbeing. Minimalist, premium packaging clearly communicates the product's benefits, natural ingredients, and TGA-listed status to build immediate credibility and position Hangxiety Halo as a trustworthy and essential modern-day remedy for the 'Sunday Scaries'.
LOGO
VISUAL IDENTITY
PACKAGING DESIGN
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