Managed and Led the Product Launch Campaign for Herbaland Naturals Inc

Client: Herbaland Naturals Inc.
Role: Marketing Director / Creative Director
Target Audience: Health-conscious consumer (2+)
Sector: Business to Consumers (B2C)
Task: Campaign Creation
- Duration: 11 Months / View My Linkedin

Problem Statement

Problem Statement
My Experience

The problem statement for the Herbaland Naturals Inc. product launch campaign is to create a successful campaign that will set Herbaland apart from its competitors and position it as a leader in the health and wellness industry. As the Marketing Manager and lead Creative on the project, my task was to develop a campaign that would appeal to the target audience of health-conscious consumers and showcase the unique benefits of Herbaland’s products. The main challenge was to overcome the clinical and uninspiring image associated with most health and wellness brands and make being healthy more exciting. With a duration of 11 months, the goal was to create a campaign that would increase brand awareness and drive sales for Herbaland’s line of nutritional gummy supplements in Canada and beyond.

Competition: hollandandbarrett.com/ rainbowlight.com / ollynutrition
Keyword: Nutritional Supplements Canada / Health and Wellness supplements / Nutritional Gummy Supplements
Issue: Like most health and wellness brands, this brand looked very clinical, and didn’t bring any excitement with being healthy.
Health is key to happiness (Herbaland motto)

As the Creative Lead and Marketing Manager for Herbaland Naturals Inc.’s Product Launch Campaign, I was able to draw on my experience as a visual communicator and marketer to develop the tone of voice, brand identity, and rebrand of the Herbland brand. In my role, I managed a team of digital marketers and designers to ensure that the look and feel of the brand represented the company’s core values and ambitions. We worked together to create a brand that is engaging, friendly, and bold, from the packaging design to the online and digital mediums.

When assessing the competition in the health and wellness category, I noticed that most products looked clinical, bland, and lacked excitement. To make health more fun and approachable, my team and I decided to bring some color and life to the brand. We aimed to make health feel less clinical and more enjoyable, while still maintaining a professional image. As a result, we successfully created a brand that was approachable and fun, yet practical and professional.

Throughout the campaign, I worked closely with the sales and R&D team to ensure the packaging and brand were aligned with the company’s vision of bringing healthy nutritional gummies to the world. By collaborating with these teams and utilizing my experience as a marketer and visual communicator, we were able to successfully launch a product that stood out in a crowded market and helped Herbaland Naturals Inc. achieve its goal of becoming an industry leader in the health and wellness industry.

Redesigned their logo

Click here to see how I rebranded their packaging

Research
Competition: hollandandbarrett.com/ Well.ca / truBiotics.com

Like any campaign, it starts with the research.
- Competition / Local
- Industry / Global
- Self Discovery / Other Industries & Interests
Through this journey, I was able to identify what worked for some brands and what could work for Herbaland.

Below is a typical example of a health and wellness product product campaigns.

From the research, I had to align the style of campaign with the vision of bringing healthy nutritional gummies to the world. The wanted to bring fun into functionable gummies.
Concepts
- Mindmapping exercise to idenitfy some keywords for the product campaign direction.
- Health is key to happiness (Herbaland motto)
- Rhyme: Gummy, Yummy, mummy, Tummy, chummy
- Hangary > Protein Benefits
- Superkids- Makes them stronger
- Omega 3 benefits > BRAIN FOOD- Sparks imagination for kids, helps adults with memory.
- Vitamins benefits > Vital for life (Vitamins)
Concept Boards Below

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Designs
With the concepts finalized, we curated the artwork into a fun, expressive, and rememberable product campaign to promote their line of health and wellness products.
- 3 Month Campaign – Across Canada(Vancouver & Toronto)
  - Radio Segments
  - Print Advertisement

Summary

As the Marketing Manager and Creative Director for Herbaland Naturals Inc., the largest Gummy Manufacturer in North America. I successfully led a team of designers and digital marketers in the creation of a product launch campaign that set our brand apart from competitors in the health and wellness industry. By developing the brand identity and tone of voice, we were able to create a brand that was engaging, friendly, and bold.

Through my experience as a visual communicator and marketer, I was able to guide the team in creating a brand that was not only approachable and fun but also practical and professional. Our approach of bringing color and excitement to being healthy was a major success, as it differentiated Herbaland from the clinical and bland looks of other health and wellness products.

Furthermore, I worked closely with the sales and R&D team to ensure that the packaging and brand were aligned with the company’s vision of bringing healthy nutritional gummies to the world. With my leadership, the campaign launch was a success, and the brand was able to establish itself as an industry leader in the North American gummy manufacturing space.

My experience with Herbaland Naturals Inc. demonstrates my expertise in marketing, branding, and creative direction. I am confident in my ability to guide brands towards success through my skills in visual communication and marketing strategies.

Resources