Today, Goodrays – the UK’s fastest growing CBD brand – has announced a company-wide rebrand, including an all new logo, website and an overhaul of existing product packaging. The new look-and-feel forms part of a bold decision to break from established category conventions and seeks 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 brand-new colour palette carefully 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, Sainsburys, 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 helps to demystify CBD for consumers with clear, accessible benefit-led communication, building trust, encouraging trial and supporting long-term category growth.
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.
Eoin Keenan, founder of Goodrays, commented: “I started using CBD over a decade ago. I was finding the world a bit too loud and my mind a bit too busy but discovering CBD was a game-changer. I realised in the end, all good things in life come from the natural world, born from the power of the sun. That’s why we launched Goodrays.
For the last fifty or so years, the drinks industry has been pretty bad at addressing mental wellbeing, with our supermarket aisles dominated by high sugar and big caffeine. We’re here to change that. This rebrand and new messaging is all about educating the consumer, breaking the category norms and ultimately offering modern health-conscious consumers the best consumer experience possible.
From a visual perspective, the soft drinks category has been saturated with repetitive visuals, dated illustrations and tired colour schemes for years now. We wanted to break industry conventions and ultimately elevate the category to feel a bit more ‘grown up’.”
The rebrand follows on from the recent completion of a £5 million Series A funding, featuring investment from Guinness Ventures, alongside existing and new institutional investors and a host of celebrity backers.
