Founded by big wave surfer Laird Hamilton, Laird Superfood is an iconic brand that lacked an iconic identity. Rapid portfolio expansion led to a lack of cohesion and shopability for their planned dive into retail. Our plan was to build an immersive brand world that would help the brand live up to its big wave energy.
Getting on the Right Wavelength
Category and culture audits led us to a distinct point of view in the health and wellness space, striking the right balance between aspiration, inspiration and relatability. We let the Laird name and the island influence rise to the surface, simplifying the communication and commanding the product portfolio.
BIG WAVE MENTALITY
The brand world and color story created a platform for the logo, packaging, product applications, and even future product innovation. Confident yet still approachable, Laird Superfood is set up for success with a story that stands out at shelf and lives up to those working to be like Laird — a force of nature.