Mad Flora | CPG Branding & Packaging
HERBS, FLOWERS & BRANDING
Crafting a Spirit-Free Future
In the burgeoning landscape of non-alcoholic beverages, Mad Flora distinguishes itself with a unique blend of bold flavors and compelling storytelling. Founded by Brooklyn-based chef and food stylist Lauren McGurrin, the brand’s inception is deeply personal. After recognizing the adverse effects of alcohol on her anxiety, McGurrin embarked on a mission to recreate the complex herbal profiles she cherished in traditional amaros. Her kitchen became a laboratory where she meticulously combined herbs, flowers, and spices, culminating in Mad Flora’s debut product: Ophelia.
Mad Flora sought to introduce Ophelia, a non-alcoholic amaro, to a market eager for sophisticated, alcohol-free alternatives. The challenge was to craft a brand identity that encapsulated the product’s rich, layered flavors and McGurrin’s personal journey, while ensuring scalability for future product expansions.
Bold Vision for a New Kind of Amaro
Mad Flora sought to introduce Ophelia, a non-alcoholic amaro, to a market eager for sophisticated, alcohol-free alternatives. The challenge was to craft a brand identity that encapsulated the product’s rich, layered flavors and McGurrin’s personal journey, while ensuring scalability for future product expansions.
Building a brand as rich and layered as the beverage itself—one that could scale seamlessly as the product line expanded.
It needed to stand out in a fast-growing category, balancing artisanal craftsmanship with a bold, contemporary identity while ensuring future SKUs could integrate effortlessly into the brand’s ecosystem.
SOLUTION → DESIGNING A BRAND THAT GROWS WITH ITS AUDIENCE
From a striking identity to a future-proof design system, we built Mad Flora to last. Every detail—logo, marks, copy, and packaging—was crafted to capture the spirit of the brand while ensuring effortless expansion down the line.
Brand Identity
We developed a cohesive brand identity that reflects Mad Flora’s essence—merging fun with sophistication. This included creating a sleek logo and playful badges, such as the “Chef Owned” and “Brooklyn Born” marks, underscoring the brand’s authentic roots.
Copywriting
Our team crafted engaging and meticulously tailored copy that conveys Mad Flora’s unique tone of voice, bringing the brand’s story and values to life across all platforms.
Applying The Brand
we created packaging that not only captures the eye but also tells a story, with a design system built for seamless SKU expansion. This future-proof approach extended to the digital space, where we developed a dynamic, single-product e-commerce site designed to evolve with Mad Flora’s growing lineup, ensuring effortless updates and a frictionless shopping experience.
A Digital Home That Evolves With the Brand
Mad Flora’s online presence needed to be as flexible and forward-thinking as its product line. We built a dynamic, single-product e-commerce platform designed not just for Ophelia’s launch but for the brand’s future growth.
The site seamlessly accommodates new SKUs, allowing for effortless updates and product additions without overhauling the user experience.
Every element—from intuitive navigation to streamlined checkout—was crafted to scale, ensuring that as Mad Flora expands, its digital home evolves right alongside it.
The Start of Something Big
The comprehensive branding and strategic design efforts culminated in a successful Kickstarter campaign, exceeding its funding goal with 63 backers contributing over $4,269. Ophelia is slated for release in Spring 2025, with production underway and plans to deliver to supporters by June. The brand has garnered attention for its vibrant identity and compelling narrative, positioning Mad Flora as a notable contender in the non-alcoholic beverage market.
Through a strategic partnership and a clear vision, Mad Flora has transformed from a personal endeavor into a burgeoning brand poised for growth. The scalable design systems and cohesive brand identity lay a strong foundation for future expansions, ensuring that Mad Flora can continue to captivate and delight its audience with new offerings.
