CBD brand Goodrays has overhauled its logo, website and product packaging.
The new look would seek “to elevate the adult soft drinks category, taking inspiration from the health-tech, cosmetics and premium alcohol industries”, according to the supplier.
It will initially roll out in Waitrose stores, with Tesco, Sainsbury’s, Morrisons, Ocado and Amazon to follow in coming months.
Updated packaging – which features new iconography, a fresh colour palette and an updated lgoo and typography – was inspired by “the power of calm” and would encourage consumers “to tune in to the present”, said Goodrays.
“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,” said Goodrays founder Eoin Keenan.
“From a visual perspective, the soft drinks category has been saturated with repetitive visuals, dated illustrations and tired colour schemes for years now,” he continued. “We wanted to break industry conventions and ultimately elevate the category to feel a bit more ‘grown up’.”
The rebrand follows the recent completion of a £5m Series A fundraise for Goodrays.
The round was backed by Guinness Ventures, alongside existing and new institutional investors and celebrity backers including TV presenters Vernon Kay, Tess Daly and Ed Leigh.
Funds would be used to launch new products, ramp up marketing investment and support new and existing retail partnerships, Goodrays said.
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