Tonika

Adaptogenic blend supplements

Brief & Direction

Tonika is the resource for plant-sourced alchemy to nourish and enhance body, beauty, inner glow, and consciousness. The brand celebrates flavours and healing forces of medicinal mushrooms, tonic herbs, and adaptogens.

The client tasked us with creating a premium, feminine brand that communicates the natural nature of these herbal blends. Target market - health-conscious, design-savvy Millennial women. 

Since this was a new business, launching in an already crowded space, we knew that the brand would have to work hard to carve a place for itself. In order to help this process, we decided to make the design, brand rather than product lead to help build brand recognition.

With Tonika being a supplement, it was extremely important to get the information hierarchy right. With lots of potential claims, it could be tempting for the client to want to use them all - over-crowding the front of the packaging. To avoid this we worked with Michele - Tonika’s owner to distill the products’ essence and create the right information architecture prior to any creative work.

The Creative

To give a nod to the almost alchemical nature of the products and their ingredients, we settled on a mortar and pestle as the brand icon. Interchangeable botanicals both inside this tool and falling into it have been created to complete the brand mark.

The graphics are intertwined with a wordmark in a simple but feminine font. Since Tonika products use a wide range of varied ingredients, the logo is dynamic and the botanical graphics change depending on what’s inside each pack.

While the overall brand look is very consistent across all packs, each subrange has subtle differences. Plant proteins use a delicate, pastel colour palette and the logo is consistent, featuring general botanicals. The adaptogenic creamers are more focused on the flavour so the colours of this subrange are richer and the logo features the main flavour cues.

The new supplement range has a consistent, neutral background and instead differentiates within with colourful shape containing the logo and the botanical imagery inside it.