Fast-growing CBD brand Goodrays has announced a company-wide rebrand, including a new logo, website, and an overhaul of existing product packaging.
The new look forms part of the brand’s decision to break from established category conventions and seek to elevate the adult soft drinks category, taking inspiration from the health-tech, cosmetics and premium alcohol industries.
The rebrand draws inspiration from The Power of Calm, encouraging consumers to “tune in to the present”. It features new iconography, a new colour palette chosen to “balance the juxtaposition between calm and power”, as well as new typography and a logo with a more pronounced look.
The newly rebranded products will initially launch in Waitrose, with Tesco, Sainsbury’s, Morrisons, Ocado and Amazon rolling out over the coming weeks and months. The refreshed brand identity is designed to disrupt the visual norms and standards for the functional soft drinks category, creating a “more premium consumer experience”. The new design also aims to demystify CBD for consumers with clear, accessible, benefit-led communication to encourage trial.
Richard Pilbeam, Head of Marketing at Goodrays, commented: “Calmness is about so much more than switching off or zoning out. It empowers us to be the best version of ourselves. With the rebrand, it wasn’t just a visual rebrand, we wanted to reposition calm as an enabler to break away from the ‘zoning out’ stigma often linked to it. We truly believe that calmness is a powerful thing. With the rebrand and our latest Series A funding, we plan to educate and enable our fans to discover The Power of Calm – aiming to help people to tune in to their surroundings.”
The design process was a collaborative effort between the creative agency Otherway and Goodrays, and will be brought to life in-store, on social media and in print.
The rebrand follows on from the company completing a £5m Series A funding, featuring investment from Guinness Ventures, alongside existing and new institutional investors, as well as several celebrity backers.
