“On a mission to cultivate mental calm and clarity.”
Mind Garden
COMPANY DESCRIPTION:
Mind Garden exists to cultivate creativity and mental performance through calm and clarity. Mind Garden’s sparkling elixirs are infused with adaptogens and nootropics as a delicious, easy, and enjoyable way to support wellness. Their brewed hemp and proprietary ingredient blend is known to support increased clarity (panax ginseng), stress reduction (ashwagandha), anxiety reduction (gaba), increased calm (l-theanine), and fatigue reduction (rhodiola rosea). Hemp is the foundation of their uniquely delicious elixirs. Unlike so many sparkling waters and functional drinks that lack flavor or have copious amounts of sugar, Mind Garden uses hemp seeds to create a delicious base with a hint of herbaceousness for a refreshing beverage without compromising on taste and function.
HOLISTIC SCOPE OF WORK:
From before launch, we worked with Mind Garden to build a holistic marketing strategy. We set up their social media accounts (Meta, TikTok, PI), created custom launch mailers, moodboarded and managed multiple photoshoots, outreached and executed on unpaid partnerships, and supported retail launches to build the brand strategically and creatively from the ground up.
OVERARCHING GOALS:
Build and launch a social media presence from scratch to grow brand awareness and drive retail. Establish brand personality, create relatable and educational content, set up and optimize social accounts, secure partners for giveaways, events, and collaborations, create and send out custom launch mailers, support retail expansion and online sales.
OVERARCHING STRATEGY:
We developed a holistic marketing strategy inclusive of a full social strategy, that we then collaborated on to arrive at an executable plan. We positioned Mind Garden’s social channels as a space where Gen Z could feel rooted, calm, and clear-minded while navigating life. The core brand essence, living life the way you truly want, guided the voice, visuals, and overall content experience. To bring this to life, we built five content pillars designed to meet three goals. With social focused on awareness, we balanced inspirational storytelling, educational content, and community-driven posts to resonate with Gen Z’s desire for authenticity, exploration, and belonging.
We banked content, both UGC and through professional photoshoots we managed, set up backends, and began outreach for like-minded brands and influencers with common goals. We leveraged the authenticity of the brand to develop genuine relationships across partners, posted consistently on Instagram and TikTok, and continuously adapted our strategy as we learned more about the customer. There were lots of pivots, and we saw lots of momentum as we continued to work together.
HOLISTIC MEASUREMENTS OF SUCCESS:
Reach, follower growth, reach, online brand presence, sales materials created, cohesive content created.
The Highlights
0 to 600+
IG followers in first few months
This was a result of a holistic strategy. Consistent posting with fresh UGC and professional photography leveraged. Organic, authentic, gifted partnerships to promote mindfulness in different ways. Monthly themed giveaways with likeminded groups of brands. Brand partners for giveaways, consistent influencer outreach and gifting for collabs.hover over
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100 PR boxes
Sent to influencers & buyers
We ideated and crafted mailers to support the brand's launch. With zero followers or brand awareness, the mailers included just enough collateral, unique usable merch, and product. Just enough to make an impact and garner authentic, organic social media sharing.130k+
Social reach in first few months
We started this account from scratch and we weren’t afraid to get creative and test. A month-long creative campaign concept gave us valuable learnings, while a steady posting rhythm of 4–5 times per week kept the brand top of mind. By balancing strategic content with quick-turn creative experiments, we created a social presence that felt fresh, fun, and relatable.
“Orenda played a critical role in launching Mind Garden, a differentiated functional beverage with a unique ingredient set. Adi and Karli consistently went above and beyond to drive early traction through content development, influencer outreach and seeding, and event activations. The Orenda team is savvy in emerging CPG, knowing first-hand what it takes to get a brand off the ground and how to add the right amount of creativity and polish across social & marketing.”
— Hilary, Founding Team Member of Mind Garden
“Orenda played a critical role in launching Mind Garden, a differentiated functional beverage with a unique ingredient set. Adi and Karli consistently went above and beyond to drive early traction through content development, influencer outreach and seeding, and event activations. Their particular expertise in brand partnerships and ability to leverage them strategically proved to be especially valuable in building early momentum for the brand in our incubation phase. The Orenda team is savvy in emerging CPG, knowing first-hand what it takes to get a brand off the ground and how to add the right amount of creativity and polish across social & marketing.”