Goldthread

Art Direction & Design

Goldthread makes plant-based tonics brewed with adaptogens and time-honored herbs, with zero sugar. With the tonics on shelves at Target, the brand needed an Instagram presence that could explain what a tonic is, show off each flavor, and feel as good as the product tastes.

I built the social strategy from the ground up, then art directed and designed the content to bring it to life: content pillars and posting rhythm, three visual directions for the grid, a highlight icon system, and a launch-ready rollout of 18 posts with copy.

Art Direction · Design · Social Strategy
Four Goldthread tonics on white plinths against a bright yellow wall Two hands clink bottles of Lavender Bliss and Turmeric Radiance A hand holds up Elderberry Defense under the line Good habits taste better

Social Strategy

I started by defining how Goldthread should show up on social. Each content pillar was tied to a persona and a goal: educate, engage, inspire, or entertain. I mapped the pillars to a weekly rhythm and a content mix of 40% video, 30% carousels, 20% Stories and 10% single images, so the team always knew what to post and why.

6Content pillars
5Weekly themes
40%Video-first mix
18Launch posts
Who's Behind the BrewHerbalists, sourcing and the craft behind each formula.
Who's Drinking GoldthreadThe community, from yoga before work to a hike on Sunday.
Functional BenefitsHow each tonic supports immunity, digestion, calm and vitality.
Daily RitualsMorning resets, afternoon pick-me-ups and nighttime wind-downs.
Flavor & ExperienceThe color, fizz and pour that make wellness enjoyable.
Wellness EducationBite-sized ingredient spotlights and herbal traditions.

Ancient roots.
Modern ritual.

Creative Development

I presented three directions for the grid, each with its own way of making wellness feel worth stopping for.

Direction 1: a grainy, vintage-inspired six-post grid
01 / GRAINY + VINTAGE. An LA look with muted, tactile color and subtle grain, calm and grounded in everyday ritual.
Direction 2: a color-forward six-post grid
02 / COLOR-FORWARD. Each tonic's palette leads, with conversational, social-native humor alongside product moments.
Direction 3: a clean, editorial six-post grid
03 / CLEAN + EDITORIAL. Existing brand photography reworked with sharp crops, simple headlines and one clear idea per post.

Highlight Icons

I designed a set of Instagram highlight icons so followers could explore each tonic in depth. Each flavor got its own color-coded, ingredient-driven icon, plus Reviews and Locations to guide people from discovery to trust to purchase.

Ten circular highlight icons: lavender, elderberry, greens, rose, matcha, turmeric, ginger, lemon, reviews and locations

The Grid

The final rollout pulled the strongest ideas from each direction into one feed. Bold flavor color, ingredient breakdowns, real reviews and playful moments sit together in a grid that feels cohesive at a glance.

A smiley drawn in green powder, feel the power of plants Green Minerals poured into a glass against yellow Goldthread bottles laid on a diagonal Green Minerals ingredient and benefit breakdown Halved oranges, clean hydration for everyday balance Green Minerals poured over ice, exactly what you needed Elderberry Defense, good habits taste better A Balance toggle switched on Elderberry Defense ingredient and benefit breakdown Turmeric Radiance, goodbye dullness The perfect morning doesn't exist A turmeric root with its benefits labeled Lavender Bliss and Turmeric Radiance clinking Customer review from Blake S. Turmeric Radiance ingredient and benefit breakdown Four tonics on plinths against yellow Hawaiian Ginger ingredient and benefit breakdown A group text about picking up Goldthread at Target

Final Posts

I designed and wrote 18 launch-ready posts, each with its caption and hashtags. The copy carried the voice I set in the strategy: short, warm and benefit-led, giving every tonic a clear reason to reach for it.

drinkgoldthread
A group text about picking up Goldthread at Target

drinkgoldthread The group chat said Elderberry. Target understood. When you need an immune boost after travel, you send the text. We'll handle the rest.

Retail Launch
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Hawaiian Ginger ingredient and benefit breakdown

drinkgoldthread Choose your ritual. Glow. Digest. Defend. Reset.

Tonic Breakdown
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Customer review from Blake S.

drinkgoldthread "WOW. Is all I can say." No sugar. No stevia. Just real plants, and real results.

Real Reviews
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The perfect morning doesn't exist

drinkgoldthread The perfect morning doesn't exist… Until now. Start balanced. Stay steady.

Daily Ritual
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A turmeric root with its benefits labeled

drinkgoldthread Golden, and it does a lot. Ancient ingredient. Modern ritual.

Ingredient Spotlight
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A Balance toggle switched on

drinkgoldthread Balance, on. Plant-powered tonics crafted to help you reset, restore, and stay steady through it all.

Brand Moment
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Gianna Iacone
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Gianna Iacone
About
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About
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