Responses by Wink
Background: We rebranded a heritage herbal supplement company. Crystal Star approached Wink to help update its brand after 40 years of neglecting marketing and branding initiatives. We partnered with Roundpeg Consulting to re-examine and define the Crystal Star brand for better consumer positioning for growth. The insights revealed that when it comes to health, there’s an active population of people who are not only curious and proactive, but who also seek out alternative and non-traditional elements to incorporate into their wellness journey.
Reasoning: We started by updating and simplifying the Crystal Star logo. The new logo design became flexible so it could be utilized in both a circular and horizontal logo mark applications. The “vine” pattern became a delicate background graphic to symbolize the natural ingredients in all Crystal Star supplements. In addition, the previous packaging had language that was confusing and that was hard for consumers to understand.
Challenges: Trying to get the packaging produced before the COVID shutdowns.
Favorite details: The black and black “vine pattern” on the bottles helped simplify the branding and packaging communication, and increased the readability and understanding of the supplement, benefiting the consumer.
Time constraints: We initially wanted to have the bottles silkscreened with the “vine” pattern, but because of COVID restrictions and shutdown issues, it, instead, became a film shrink application.
Visual influences: We looked at nature references, plant and root visuals, all which relate to the natural ingredients within the supplements. We wanted to give a nod to the heritage of the company by using simple, clean and timeless typography.