GLOW GANG
Kids' vitamins are a category full of cartoon suns and clip-art fruit. Glow Gang is none of that.
It's an organic vitamin brand for kids that actually has a point of view. Bold, joyful, and genuinely good for you - the kind of brand that makes parents feel great about buying it and makes kids drag their parents to the shelf.
The tension at the heart of the brand is this: most "healthy kids" brands are either worthy and dull (aimed squarely at parents) or so chaotic and sugar-rush loud that parents don't trust them. Glow Gang lives in the sweet spot nobody else has claimed. Playful but purposeful. Organic without being preachy and fun without being feral.
For this brief I did not ask myself what kids like but what do they dislike?
At age 6-12, it’s way cooler to make fun of than to praise. And the Glow Gang is the perfect target : the only brand that allows kids to make fun of adults.
More like a-dull-ts…
