Mineral Health

E-commerce Website

A narrative-forward digital storefront for the innovative hemp-based health brand.

Overview

Mineral is a new kind of plant-based self-care brand, elevating the use of the hemp plant for a host of benefits including skincare, pain management, sleep and focus. At the time Mineral debuted, the CBD and hemp product market was saturated and stigmatized. Differentiation between brands often hinged on catering to the existing niche market. Mineral required a digital storefront that allowed it to operate outside the traditional rules of the CBD and hemp space, and beyond the confines of conventional CBD distributors. They needed an online presence that would help them stand alone in an adjacent market, one targeted toward an audience with discerning sensibilities and an interest in novel forms of wellness. Following our branding, identity, and creative direction work with Mineral, we had developed a deep understanding of their offering and unique value proposition. From the outset, the site needed to embody the brand values: simplicity, elegance, and efficacy. Mineral represented a new perspective on the hemp plant — a legitimization of its use as a beneficial supplement. Therefore, credibility and clarity were paramount, with storytelling as our primary vehicle.

Sectors

  • Lifestyle
  • Beauty

Timeline

  • Q3 2019

Credits

  • Mineral Team

    • Mills Miller
    • Juan Duque

  • Development

    • moonhatch

Awards & Recognition

Visit

Content Structure

Our strategic approach was to craft a brand hub that also functioned as an e-commerce platform. Storytelling and narrative took precedence, but structurally, the site was underpinned by state-of-the-art, high-conversion e-commerce practices. This manifested as an architecture driven by narrative, supported by a natural integration of products and shopping opportunities.

Design Features

We developed a minimal, gridded system that eliminated superfluous design elements to showcase only the most crucial aspects: brand imagery and products. Modular sections allowed for easy integration of seasonal campaign and product promotions, enabling seamless scalability. Product modules were strategically interspersed among the narrative imagery.

Product Photography

We established a consistent art direction that was neutral and airy, further creating elegance and contrasting with the campaign images. Consistent lighting, shadows, and backgrounds brought a sense of focus to the product photography. Our product content guidelines ensured the Mineral team could extend this visual language to future products.

Brand Details

The approach to type and colors, used throughout the site, adhered to this sense of rigor and consistency. We maintained a lean toolkit to create a sense of focus and strength of message.

Outcome

The Mineral website established the foundation for a new space of narrative-driven wellness, infusing aspiration and emotion with tangible benefits. The brand became the premier CBD wellness brand and achieved cultural relevance, garnering recognition from lifestyle outlets like GQ, design platforms like Visual Journal, and resonating with a new market of wellness-seekers.