Pure Branding launches strategic rebranding of Gaia Herbs at Natural Products Expo West
Posted on Mon, Mar 01, 2010
Leverett, MA — Pure Branding has completed a comprehensive rebranding of Gaia Herbs, the Brevard, North Carolina-based, 23-year-old leading certified organic grower and producer of herbal medicine. While Gaia Herbs had developed a strong core consumer base, the company had difficulty connecting with both the trade and consumers in a consistent way that would generate recognition, referrals, and enduring loyalty. Through research-driven strategy including a nationwide survey of 2,100 regular users of herbal medicine, Pure Branding helped Gaia Herbs create that connection and express their vision of "enabling lives of vitality."
The research revealed a common need amongst all consumers — reassurance. To that end, Pure Branding quantified the proof of Gaia Herbs’ quality through a first-of-its-kind traceability program called Meet Your Herbs™, which includes lot-by-lot, consumer-accessible traceability of the regional origin, harvest story and quality test results of the company’s herbal ingredients and finished products. All available aspects of the herbs in Gaia Herbs’ products will be displayed including ingredient information; botanical information; grower certified organic status; harvest date; identity validation and methodology; purity testing results for heavy metals, microbials and other adulterants; laboratory team data; and concentration of herbal extractions. Consumers and retailers will be able to retrieve information about the company’s products by entering the Meet Your Herbs ID number, found on every Gaia Herbs package, at gaiaherbs.com or through a new mobile device application, both developed by Pure Branding and launching April 2010.
The new positioning revealed an opportunity for a purposeful new direction for package design, developed by Pure Branding and unveiled at Natural Products Expo West, March 12th–14th, 2010. “Our goal was to bring forward the passion of the organization that motivated these incredible products, and convey its relevance to their consumer,” says Yadim Medore, principal and creative director of Pure Branding.
In addition, the rebrand revealed new insights on how consumers shop the herbal category. These discoveries enabled Gaia Herbs to reorganize their product lines to align with four distinct consumer preferences: RapidRelief™ (for those with acute issues), SystemSupport™ (for those with chronic conditions), DailyWellness™ (for those looking to promote everyday wellbeing), and Single Herbs (for those looking to honor herbal traditions).
“Pure Branding understood us, our industry, and how to rebrand Gaia Herbs in a way that was deeply authentic and smart,” said Ann Buchman, vice president of marketing at Gaia Herbs. “They really ‘got’ what Gaia is all about and helped create a new expression of our brand in a way that was accessible to consumers and retailers.”
About Gaia Herbs Inc.:
Gaia Herbs is a certified organic, vertically integrated grower and manufacturer of premium quality botanical wellness solutions based in western North Carolina. The company cultivates 250 acres of medicinal herbs which, along with all operations at its 45,000-square-foot manufacturing facility, are certified organic each year by Oregon Tilth. Gaia Herbs’ extensive line of all-natural herbal products can be found in national and regional natural products stores, independent health food retailers, naturopathic doctors, herbalists, and other health professionals nationwide. For more information, visit gaiaherbs.com.
About Pure Branding, Inc.:
Pure Branding is a leading consultancy dedicated to brand strategy for companies in the natural products industry. Global clients include Gaia Herbs, Traditional Medicinals, Aura Cacia, Organic India, Vitamin Angels, and Dr. Hauschka Skin Care. For more information, call 413-548-9900 or visit www.purebranding.com.
