Fresh From The Field: Heal Within — By White Rabbit
Auckland based graphic design studio White Rabbit creates a science-backed brand identity, website, packaging and collateral infused with the essence of the natural-wellness.
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The brief
Heal Within’s products use non-hallucinogenic adaptogenic herbs and mushrooms to activate key health benefits in the brain and body. They fill the gap in the market for a supplement that is both 100% natural and scientifically backed.
Heal Within needed to look and feel like a premium brand customers would trust for the proven benefits it activates in their body and mind. They approached White Rabbit to create a science-backed identity, website, packaging and collateral infused with the essence of the natural-wellness.
The Design Response
White Rabbit’s concept for the logo, packaging, and website merged natural and scientific worlds. The logo hints at this with the overlapping ‘W’. It also reinforces the idea of brain waves with the curves between the letters ‘H’ and ‘A’.
The typography brings a serif typeface, inspired by science and medical journals together with an approachable, geometric sans. The primary colour palette includes green and beige.
For the packaging, the creative team developed distinct patterns for each product, inspired by the effects they have on the user. ‘Focus’ hones your brain waves and focuses them for cognitive clarity. ‘Calm’ is inspired by riding the relaxing wave of an enhanced mood. ‘Balance’ is drawn from the idea of energising your true self, and balancing your inner and outer body.
Removing the lid reveals a modern holographic foiling, adding a unique touch and alluding to this inner healing power. Each product has a unique colour palette taken from the ingredients. The orange for ‘Focus’ is inspired by Cordyceps mushrooms, The Green for ‘Balance’ is taken from Ashwagandha and the Blue tones of ‘Calm’ are taken from fresh saffron flowers.
The website design further emphasises the merging of two worlds. Throughout the pages, the visuals juxtapose the ‘within’ and ‘with-out’ worlds, with natural imagery layered with brain wave patterns and shapes. This creates a trustworthy and welcoming journey for the user.
The design execution melds together the worlds of nature and modern wellness, with proven and tested scientific research.
The Design Team
Colin Williams
Nicole Telford
Simon Ellery
https://whiterabbit.nz/
https://www.instagram.com/haywhiterabbit/
https://www.facebook.com/haywhiterabbit/
https://dribbble.com/haywhiterabbit
https://www.pinterest.nz/haywhiterabbit/
https://www.behance.net/haywhiterabbit
The Client Team
Brodie Pritchard
https://www.instagram.com/healwithin.nz/
https://www.facebook.com/profile.php?id=61560238681535
https://healwithin.nz/
