Global strategic branding agency Robot Food has created the vibrant, illustration-led branding for new California-based cannabis gummies range Goldmine Gummies.

Robot Food was brought in by parent company Breez to make Goldmine Gummies stand out in an increasingly competitive marketplace.

Concise, creatively strong, and commercially sound

Robot Food worked with the Goldmine team to analyse the category and take the new brand to the next level, finding that Goldmine’s competitor brands often appeared dated, niche and many weren’t clear in the products’ intended use or benefits.

Goldmine’s designs needed to convey the brand’s unique marriage of a quality product that tastes good without resorting to more traditional, staid luxury cues. They had to communicate each product’s functional benefits with concise graphic and copy-based language and an optimistic tone of voice; using designs with broad appeal – playful, inclusive, but ultimately prioritising accessibility and clarity.

The resulting visual language is packed with personality: the direct, colourful, and illustration-heavy packaging aims to appeal to adults ‘looking for good old-fashioned fun,’ tapping into the powerful forces of nostalgia to enhance the brand’s appeal.

“When the idea for Goldmine Gummies was born – in the early days of the Government response to COVID with everyone on lockdown, local businesses shuttering, riots around our facilities – the attitude in California was that nobody needs another gummy and the winners already won,” says Austin Hice, Breez CEO. “In that chaos, we thought, ‘could we unlock that presence with a new product unlike anything done before, something so special that it breaks through the noise just by the joy it sparks for our fans?’”

Subtly premium tactility

Goldmine’s quality is amplified through its tin box packaging, which features a custom-engineered patented child resistant lock, an embossed wordmark and gold edging detail that adds a subtle premium feel. “As the tins are so lovely and tactile, they’re something that people want to reuse,” says Jess Cook, Robot Food client director. “They’re cool things to have around, like collectibles.”

There are ten products in total in the Goldmine Gummies range. Five flavour variants each feature a targeted cannabis formula with different benefits such as sleep, pain relief, and creative energy. These include “Slumberjack” Huckleberry Pie (with CBN for sleep), and “Anti-Gravity” Wild Strawberry (with Indica for relaxation).

The illustrations were created in house at Robot Food by designer director Chris Shuttleworth, and serve to aid differentiation and standout, as well as providing navigation around each variant’s flavour and product benefit. Individual elements from the imagery are also animated to use across digital platforms such as social media assets and the Goldmine Gummies website.

The designs are used across all product packaging, marketing, point of sale materials, shipping boxes, and merch including stickers, enamel pin badges, t-shirts and more.

Goldmine Gummies launches in California (currently the world’s largest legal cannabis market) and is set to expand “nationwide and globally as soon as laws and regulations allow,” says Anna Walters, CMO at Breez.

“Robot Food just got the idea, they were unafraid to take risks, and they worked hand in hand with us to navigate some tough creative and compliance challenges,” says Hice. “The results speak for themselves: Goldmine Gummies is already in the top 20 gummies out of 250 in the state, and we expect to break into the top 10 this year. Robot Food is a huge part of Goldmine’s success.”