Almighty – Gumi

‘‘Almighty has created the branding, packaging design and promotional images for Gumi, a new vitamin brand developed by MIJO Healthcare. The range will launch in Boots and other selected UK retailers this September. The bold, fun design ensures that the brand stands out in a scientifically-led sector. In contrast to competitor brands, information on the front of pack is pared right back to give prominence to the friendly brand name. The visual language rejects much-used imagery of people and characters on pack. Almighty has introduced illustrated patterns inspired by Pop Art to give the brand a vibrant look all of its own. This is adapted for each SKU to hint at the flavour. The approach introduces a new design-led style in the sector. The patterns provide abstract assets that are used across promotional collateral and digital channels. It is a confident look with flexibility built in for when the range extends. A large circle on the front of pack aids shelf presence and provides consistency across the range. The simplicity of the graphic language reflects the easy brand proposition. The aim was to appear approachable and to position supplements more as a treat. Matt Burke, Creative Director at Almighty says: “We tried to break away from the design norms in the category to create something a bit more unique and in tune with the target market. There’s no reason why vitamins shouldn’t look more desirable. They don’t have to look boring.”