Too Gallus favour ardent simplicity over typical CBD tropes in their identity for Hashtag Organics

Glasgow-based design agency Too Gallus have completely overhauled the identity and packaging of British cosmetics company Hashtag Organics, creating a showcase of approachable simplicity and detail. Using only a single typeface and keeping the palette entirely monochromatic, Too Gallus saw to omit the typical tropes associated with CBD brands, instead favouring a more clean-cut and semi-pharmaceutical tone of voice. “It was important for us to retain the trust of the pharmaceutical world,” Too Gallus’ Creative Director Barrington Reeves explains, “I felt that a clean, monotone approach was the simplest way to achieve this,” capitalising on Helvetica Neue as their typeface of choice. “As a staple favourite of mine it seemed like a no-brainer decision,” Reeves adds, with Helvetica Neue fully answering their brief for something versatile, uncluttered and well-structured – especially important considering their worldwide ambitions. As a testament to not just their importance but their quality, Too Gallus opted to emblazon the product’s ingredients at the forefront of the design, hammering home simplicity in place of any of the brand’s previous ephemera. “We began stripping away all of the elements of the brand,” Reeves explains, “all of the illustration, all of the flowery language until we were left with only the essentials.”