Global Health & Wellness Brand
Understanding what combination products women use to improve their skin health
Practice:
Diary Study
User Interviews
Affinity Mapping
Ideation
What rituals support inner confidence and outer glow?
Context
The Challenge
After launching on Instagram, Ghia hit $2.5M of revenue in it’s first year.
Market Scan & Analysis
Creative Matrix
Answering the Call: Beyond Topical Skincare
The beverage market has exploded in recent years, with entirely new categories of canned and bottled beverages emerging—all of which are seeing consistent growth. The functional beverage market grew to $142.8B last year and hype new N/A brands, like Ghia, pop up overnight and have achieved serious market share in their first year of business (Ghia’s first year of revenue: $2.5M). The beverage aisle seems to have grown into a sea of gradient adorned cans that make health benefit claims of all kinds.
Faced with an overflowing market of hyped CPG brands, health promoting beverages and N/A spirits—our challenge was to create a distinct brand essence for a new calming beverage company. But how do we position it? As an alcohol alternative? As a healthy soda? As a functional wellness drink? I set out to uncover ways to craft a brand position that not only stands out visually but also resonates deeply with health-conscious consumers, cutting through the clutter with authenticity and appeal.
I started out by conducting a rigorous scan of online sources, including trend reports, consumer behavior studies and user-submitted product reviews with a focus on the functional and non-alcoholic segments.
This exploration revealed key trends: consumers are not willing to compromise on flavor, the high demand for natural ingredient lists, the rising appeal of luxury wellness products, and the emergence of the informed consumer—who views their drink choice as an extension of their personal brand.
Leveraging a creative matrix, we systematically explored and combined elements rooted in our findings across two main axes: values and components. This enabled us to generate a wide array of idea fragments, such as brand attributes and marketing campaign tactics. These fragments served as foundational elements for developing brand identities that resonate distinctly with market trends and consumer preferences.
Ultimately, our findings inspired the launch of a new product collection that paired cult-favorite topical skincare with complementary ingestibles. These curated bundles mirrored the multi-step rituals common in women’s skincare routines, while enhancing them with high-quality ingestibles consumers were already seeking. The launch contributed to a 3% increase in growth within this product category.
I'm available for consulting roles or open to becoming part of an in-house team.
If you’re looking for support from a collaborative insight seeker, reach out!