Pure Branding launches strategic rebranding of Gaia Herbs at Natural Products Expo West

March 8, 2010 (Leverett, MA) — Pure Branding has completed a comprehensive rebranding of Gaia Herbs, the Brevard, North Carolina-based, 23-year-old leading certified organic grower and producer of herbal medicine. While Gaia Herbs had developed a strong core consumer base, the company had difficulty connecting with both the trade and consumers in a consistent way that would generate recognition, referrals, and enduring loyalty. Through research-driven strategy including a nationwide survey of 2,100 regular users of herbal medicine, Pure Branding helped Gaia Herbs create that connection and express their vision of "enabling lives of vitality."

The research revealed a common need amongst all consumers — reassurance. To that end, Pure Branding quantified the proof of Gaia Herbs’ quality through a first-of-its-kind traceability program that empowers customers to check where, when, and how the herb ingredients in that particular product were harvested, tested, and extracted. The consumer research also revealed an opportunity for a purposeful new direction for package design, which was adopted by Gaia and will be made public at Natural Products Expo West, March 12th–14th. “Our goal was to bring forward the passion of the organization that motivated these incredible products, and convey its relevance to their consumer,” says Yadim Medore, principal and creative director of Pure Branding.

“Pure Branding understood us, our industry, and how to rebrand Gaia Herbs in a way that was deeply authentic and smart,” said Ann Buchman, vice president of marketing at Gaia Herbs. “They really ‘got’ what Gaia is all about and helped create a new expression of our brand in a way that was accessible to consumers and retailers.”

About Pure Branding LLC:
Pure Branding is a leading strategic branding consultancy dedicated to Conscious Branding — revealing authentic brand strategies that enable people to be the change they want to see in the world. Pure Branding's global clients are exclusively in the natural products industry and include Gaia Herbs, Traditional Medicinals, Aura Cacia, Organic India, Vitamin Angels, Dr. Hauschka Skin Care, Boiron USA, and Late July Organic Snacks. For more information, call 413-548-9900 or visit www.purebranding.com.

About Gaia Herbs Inc.:

Gaia Herbs is a certified organic, vertically integrated grower and manufacturer of premium quality botanical wellness solutions based in western North Carolina. The company cultivates 250 acres of medicinal herbs which, along with all operations at its 45,000-square-foot manufacturing facility, are certified organic each year by Oregon Tilth. Gaia Herbs’ extensive line of all-natural herbal products can be found in national and regional natural products stores, independent health food retailers, naturopathic doctors, herbalists, and other health professionals nationwide. For more information, visit www.gaiaherbs.com.


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