After identifying a reseach-and-strategy-backed opportunity space with a particular subset of the Lifestyle of Health & Sustainability customer band, we put together a brand study that leaned away from the stark sterile minimalism of higher-end lifestyle comps, and away from the Pharma-signifier laden retail brands that look more like cold medication. Instead, through a series of visual investigations, we found a territory that felt more like the experience of easing into transformation, sparking a sense of organic joy, and creating a clear visual language that can be used to talk science.
We particularly enjoy the brand’s dualism: the simplicity and legibility of the typeface, Beausite Classic, applied consistently to the changing product skews, each identified by its own custom abstract swath of painted color or macro-photographic texture. Olina, the master brand name, means “joy” in Hawaiian. Mana, the line of probiotics, is a word that means “energy.” Our client’s deep connections with the location and culture of Hawaii inspired our exploration of the natural elements of the islands for color, texture, and background imagery. The sand, ocean, lush mountains, endless sky, and primeval volcanic coast can be found throughout our system.
Developing a packaging system that leverages brand assets and invites product discovery became the focus of the second phase of our project. Using matted (mostly) recyclable materials was essential to our desire to mirror the organic nature of the brand system. We wanted the process of unboxing Olina’s products to feel more akin to higher-end skincare or fashion, furthering the idea that improving your gut biome, which in turn improves overall health and even mental wellness, can and should be an elevated experience. Olina’s website is now live, thanks to our friends at Craft&Crew, and you can check it out here.
