Meet Plant Candy 🍬.
More specifically,
Kindroot Adaptogems™️
💎 💎 💎
My Role
Strategist, Writer in partnership with the ridiculously talented Jess Smith and Founder / CEO Alisa Pospekhova
What we made
Positioning | Identity | Naming | Packaging | Super fun promotional materials like stickers and window clings | dotcom | e-commerce
Zzzz what happens when melatonin meets ashwagandha. Give good face. Brighten up. And calm your wits. Just a few of the sku-specific benefits found on-pack.
Plant magic meets candy, all the way down to the individual wrapper.
In 2019, adaptogens were already well-known in the world of wellness — they were herbs and roots that can help our bodies and brains adapt to different environments, sure. Yet the products? All messy powders and liquids. So Alisa [founder] completely switched up the form factor.
Translucent and light-catching, her lozenges were the kind of hard candy you could imagine set in 14k gold. And so, Adaptogems™️ were born 💎 💎 💎 A perfect fusion of science, and let’s not deny it — ownable, memorable fun.
When your baby makes its way on-shelf next to wellness legends. You can find us in select retailers like Anthropologie and Erewhon.
Great copy moments come to those who can let go a little bit. Shout out to our client for the trust!
Just some really fun brand artifacts created by Jess Smith and I.
Your mouthfeelings matter to us.
A peek behind the scenes — our moodboard for one of the skus.
Packaging concepts.
Product naming.
Taste-testing.
Collaborating with a brave, committed partner in the product creation phase and beyond is the the stuff of dreams. And it produces the best creative and business results, to date.
Another behind the scenes | Project Midway Moodboard Part II.
Our newest sku, DEFEND [Naming + Flavor: Orange’nilla Float] - Plant lozenges for fight power. | Support your system when vitamin C meets reishi mushroom 🧡 | P.S. I love working with legal and regulatory to figure out how we can meet requirements AND still not lose our voice.
