Chidr reimagines brand identity and packaging for NATURAL GLOWMULA, blending playful design with scientific credibility

In today's market, brands must delve deeper into understanding consumer needs and experiences to create communication and product development that truly resonate with their audience. In the NATURAL GLOWMULA project, Chidr reimagined the strategic brand identity and packaging design for a new generation of nutrition gummies that centred on the customisation driven by customer purposes.

Many competing brands communicate in an abstract, formal manner, making them feel like generic pharmaceuticals—cold, distant, and hard to connect with emotionally. Chidr's approach positions the brand as caring, uplifting, and playful, focusing on using scientific solutions to trigger inner health improvement and better wellness, making consumers glow and shine. This approach makes this brand relatable and approachable, and helps portray how this brand deeply understands the consumer's needs and presents targeted products in a way that feels approachable and enjoyable.

The visual and linguistic identity is built on communicating: offering a "fun and effortless experience," using "natural, safe, and scientifically proven methods," and delivering "perceptible wellness improvements." These values align with consumers' desires for a health improvement, vibrant energy, and a more elevated sense of well-being. The overall style is fresh, engaging, and distinct, while also reflecting the brand's scientific credibility and proven effectiveness.

The product container is designed as an adorable, flat sphere with a wide opening, reminiscent of vintage candy tins. Consumers open it with a gentle palm twist, creating a tactile, memorable experience that stands out from typical product designs. It's both visually unique and leaves a lasting impression.

The container and box packaging feature a series of colour schemes that correspond to each product's function. The 'GLOW' formula, designed for skin improvement and multivitamin support, shines in a bright yellow-green. 'RISE,' for energy, uses a vibrant morning blue. The calming 'RELAX' is a soothing teal, while I HAPPY pops in orange, and 'SLEEP' is wrapped in a tranquil deep green. These bold, functional colours dominate the packaging, with minimal distractions, enhancing the product's purpose-driven message.

Key benefits and ingredients are cleverly communicated using chemical equation inspired designs—an inventive, playful approach that highlights the product's scientific integrity while clearly showcasing its purpose and benefits. These equations also appear as decorative motifs, reinforcing the brand's scientific roots. The entire packaging series feels vibrant and cohesive, and makes it easy for consumers to pick the product that suits their needs.

For more information on the design, visit Chidr's website or follow them on Instagram.

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