Overview
Over 25 years ago, Gentle Souls sustainability began with the seed of an idea. A simple flaxseed. It began by adding organic flaxseed to the pillows in the arch of the footbed that molded to the shape of the foot, and became the patented sustainable comfort solution. Using sustainable materials and a planet-friendly process was always at the forefront for the brand. Our objective was to bring 25 years of that heritage into the present.
On our way to becoming a fully sustainable lifestyle brand.
Re-inventing the brand
The rich heritage of the Gentle Souls brand felt lost in time, so we wanted to make the brand relevant for today’s environment. By updating and focusing on the sustainability platform, contemporizing the lifestyle, elevating the campaign imagery, making the language relevant to today’s conversation, and giving the brand a digital presence, we brought the brand forward to today without losing what it originally stood for.
Our mission is to provide the Conscious Consumer with sustainable comfort and modern style.
The Conscious Consumer
We identified with a consumer that thrives on sustainable well-being for themselves, their community, and the environment. The Gentle Souls consumer truly has a gentle soul. Their respect for the natural world is second nature – every decision they make is conscious, and they are fully-aware of what they put in and on their bodies. They believe leading by example will encourage others to re-tailor their thinking to reduce, recycle, and take responsibility for their own actions.
By understanding their impact on the planet, the Conscious Consumer hopes to make a positive impact on the world.
A Platform of Sustainability
When developing the sustainability position for the brand, we knew that by making the best product we could would enhance its lifetime. We knew that choosing the best eco-friendly renewable materials would help it’s lifecycle. We knew that creating the best process would leave the smallest footprint possible. We embraced the entire brand community, including our associates, our consumers, and our partners. We looked to provide opportunities by partnering with the most advanced and innovative services and organizations through insights, education, and action.
The Campaigns
The objective of the campaigns was to create a rich, alluring, and engaging visual impression of all aspects of the Gentle Souls brand and to create a long-lasting affinity with the consumer. By elevating the imagery, and adding rich colors and textures, we took a story-first approach to highlight the brand’s sustainable platform, the Conscious Consumers holistic lifestyle of wellbeing, the elevated craftsmanship, and the natural comfort story of the product design.
Photographers / Directors
Melanie Lyon
Ramon Escobosa
Thomas Slack
Stylists / Art Direction
Tracey Nicholson
Steffanie Gillstrap
Set Design / Props
Ian Salter
Whitney hellensen
The Branding
Our goal was to update the branding and packaging to reflect the new elevated position of the brand while maintaining the company’s heritage and sustainability standards. We committed to design with smart material choices, keeping waste reduction principles in mind. We invested in more environmentally friendly packaging. We used post consumer waste, certified Forest Stewardship Council (FSC) materials, soy based ink, and eliminated plastic materials. Where possible, we sought to trace materials back into the supply chain to verify they have been cultivated and processed in ways that minimize our environmental impact – communicating all our efforts to the consumer in our quarterly sustainability report.
The Digital Platform
The platform mission was to create a beautifully bold online destination and an engaging lifestyle experience for the brand. We illustrated a premium experience by using rich thoughtful imagery depicting a visual identity that is elegant and considered.
All Case Studies
The Courageous Class