Heivy, derived from the words health and ivy, represents vitality, health, and everlasting well-being. The rebranding strategy by the WBG team aims to visually express these cherished values and set Heivy apart from other brands in the market. The logo and package designs are carefully crafted to create a uniform yet unique set of designs for Heivy's product line, including Lullaby, Uplift, Revive, Fortify, and Protect. Each design concept aims to make consumers feel youthful, lively, and prioritize their general health.
When it came time to produce the designs physically, sustainability was a key consideration. Heivy's commitment to health and vitality extends to the production process. The products feature sustainably sourced ingredients, and the raw material glass bottles are 100% recyclable. By reducing emissions and waste, Heivy ensures that their consumers stay healthy while also taking care of the world we live in.
The technical specifications of Heivy's design include a glass bottle measuring 35mm in depth, 35mm in width, and 107mm in height. The glass label measures 106mm in width and 63mm in height, while the box dimensions are 75mm in depth, 180mm in width, and 110mm in height.
Heivy's rebranding has garnered attention and recognition in the design world. In 2023, it was awarded the Bronze A' Design Award in Packaging Design. This prestigious accolade is bestowed upon designs that exhibit outstanding creativity, resourcefulness, and technical skills. Heivy's rebranding not only sets a new standard in the collagen drink market but also contributes to improving the quality of life for consumers.
Heivy's journey began in 2017 in New York, NY, and the rebranding was completed in September 2020. The product was launched in November 2020 in the United States and China, with retail distribution expanding to Canada, the United Kingdom, Vietnam, Cambodia, and Saudi Arabia.
Heivy's rebranding was driven by in-depth market research and a desire to address common packaging and design issues in the dietary supplement industry. The WBG team recognized the need for convenient bottle sizes, descriptive flavor profiles, and pre-made drinks. By designing a package that is not only innovative and beautiful but also useful, Heivy caters to individuals who prioritize their health and well-being.
Prior to the rebranding, Heivy faced challenges in delivering its brand message to the public due to the lack of unity in its products. The new logo and package designs solve this problem by creating a recognizable and cohesive brand identity. Each collagen drink has a carefully curated flavor profile, and the visual representation of these flavors plays a vital role in the rebranding strategy.
Heivy's rebranding project goes beyond aesthetics. It symbolizes vitality, health, and everlasting well-being. Every color, element, and formatting choice in the design process is a visual expression of these values. With its thoughtful composition and execution, Heivy's collagen rebranding project not only makes consumers feel youthful and lively but also prioritizes their general health.
Heivy's liquid collagen rebranding sets a new benchmark in the industry. By combining innovative design, sustainability, and a commitment to health, Heivy creates a brand that resonates with consumers worldwide. The rebranding project has been recognized with the Bronze A' Design Award, solidifying Heivy's position as a leader in the market.
Project Designers: Jessica Yang
Image Credits: Jessica Yang
Project Team Members: Creative Director: Jessica Yang WBG Creative Team
Project Name: Heivy
Project Client: Jessica Yang