The Ask
Responsive Web Microsite
Client • GT’s Living Foods
GT Dave is a spiritual man, and over the last few years, ANML played a part in extending his vision of GT’s Kombucha into a household name in rich, organic foods — but still a family driven company:
Raised by parents practicing Eastern philosophy, GT Dave adopted a spiritual view of the world from a very young age. Gifted a Himalayan Mother SCOBY in the early ‘90s, the Daves were intrigued by Kombucha’s ancient healing properties and decided to brew their own batches of the fizzy, fermented tea. In late 1994, GT’s mom, Laraine, was diagnosed with a highly aggressive form of breast cancer. When she healed, Laraine shared with doctors that she had been drinking a very pungent, homemade tea. That tea was GT’s Kombucha. Inspired by his mom’s experience, it became GT’s mission to make his Kombucha accessible for everyone, everywhere. At only 15, he began bottling his brew in the kitchen of his parents’ Southern California home and became the first to put Kombucha on shelves in the U.S. Now, under the new name of GT’s Living Foods, we’re proud to remain a family owned & operated company. As we continue to embrace our innovative spirit, Mother Nature remains our main source of inspiration.
My Role
• Create a web entity to coexist with the new CBD-infused Cannabliss kombucha series.
• Educate users on the safe use of CBD products.
Tranquility
Whenever I design for GT’s, I like to try and reward their loyal customer base with a paced, spiritually motivated experience. They've come to expect a soaringly colorful web experience from GT’s, and I’ve always felt the need to deliver on that.
While the technical scope was relatively small, I wanted to strongly preserve the metaphysical values of the brand, and to remind would-be consumers of their connection to nature. Pensive, dark blues, blends of earthy greens, knockout whites, and centered content ease them through this major touchpoint. The concept was to draw metaphorical similarities to the sensations of the Cannabliss flavor — it’s said to be relaxing.
Sympathy
There are some clear predispositions of CBD that stem from misconceptions or stigmas surrounding cannabis products. It’s known now that cannabinoids are simply naturally occurring chemical compounds found in cannabis. The concerns aren’t entirely unfounded however, and we needed to be sensitive to those reservations more conservative buyers might have. Though the actual kombucha will of course only be sold in legalized states, supporting pages still serve to empathize with those sentiments, educating users on the assurance of its health benefits and safety.
Outcome
Every new kombucha brings a new challenge, but it’s not often we get to do a whole dedicated site for one. The end result is a fun, soothing exploration of the senses, and I hope buyers will encounter some joy in learning about this one — it's like something out of a fairy tale.
Project Status:
• Development Phase (Hiatus)
