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Happy Gut is a young water kefir company in the probiotic drink space. They grow and sell water kefir grain cultures, starter kits for making the beverage at home and bottled water kefir beverages. In the company’s third year of operations I was engaged to reimagine the start-up website and creative direction and raise the bar for the next level of growth.
creative direction & styling Maureen Welton | photographer Philippe Martin-Morice | graphic design Steven Cretney, The Forest | web design Jimmy Guy, Space Race Digital
The creative objectives were to increase the professional appearance of the company, simplify website navigation and content. We wanted to emphasize the wholesome home-grown farm culture. For continuity, we kept the original logos and typography and worked with them in a new way.
Although water kefir grains have been around a very long time, the beverage is a new commercial product with little market awareness or penetration. The website is an e-commerce platform, but also an information resource for the health benefits of water kefir and a teaching platform for those who want to brew their own.
To initiate the creative process, I created a mood board and colour direction as our guide. Authenticity of people, place and voice was an important part of our strategy. We shot all the images on the Happy Gut farm and kitchen and our models were family members and friends.
Victoria BC Canada
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