Goodrays aims to revolutionise refreshment with bold look inspired by alcohol and tech
The fastest-growing CBD brand in the UK, Goodrays, has announced a complete rebranding of the firm that will include a new logo, website, and redesign of the current product packaging.
Inspired by the health-tech, cosmetics, and premium alcohol industries, the new appearance and feel is part of a daring choice to defy traditional category conventions and aims to elevate the adult soft drink category.
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 initially launched in Waitrose at the end of July, 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 noted that “calmness” is about so much more than switching off or zoning out.
“It empowers us to be the best version of ourselves,” he explained. “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 remarked on his personal use of 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,” he said. “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.”
He believes the drinks industry has been poor at addressing mental wellbeing, with supermarket aisles “dominated by high sugar and big caffeine”.
“We’re here to change that,” he emphasised. “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.
