Hairgummies

Challenge

The challenge was to create a brand for a target audience (18-25 years old) that consumes information differently (via influencers and social media) and is not the usual target for Laboratório Edol. The brand needed to be fresh, young, and appealing, capable of competing with international players like IvyBears, but without losing the credibility and safety of a product developed by a pharmaceutical lab. A visual connection to the Edol hair range (Hairlox) was also desired.

Our Approach

We defined a strategy focused on the attributes: Jovial, Competent (a lab brand), and Tasty. We created the tagline “Alimenta o teu cabelo.” (Feed your hair), centering the narrative on prevention (“before it happens”) and uncomplicated care.

The visual identity was designed to be pure energy: the logo features a geometric symbol representing dynamism and vitality. The color palette is disruptive, using an “Energy Green” (neon) – the color of the gummy itself – as the main color. The connection to the Hairlox brand was ensured through the use of “Refined Green” (dark green), the same font family, and the symbol, creating a cohesive brand ecosystem.