Trina Chan, Co-Founder of No. 8, Photo Credit: Anna-Alexia Basile
Photo credit: Anna-Alexia Basile
Number 8 is not your typical vitamin; in fact, it is in a category of its own. An entirely new category that builds on the power of nootropics and daily mindful practices to help people live a balanced and harmonious life. Each of No. 8’s products, ‘Energy’, ‘Sleep,’ ‘Calm’ and ‘Focus’, are low-sugar, vegan, gluten-free, non-GMO, and have proven clinical studies to back them up. Your brand promise? “Nourishes the brain, feeds the soul.”
Trina Chan, co-founder and CEO of No. 8partnered with Kaling Lim (who co-founded companies like Razer and serves as a founding investor in Lucasfilm Animation Singapore) to launch the brand, which focuses on nootropics, brain health, and mental health.
Nootropics are often found as an ingredient in functional soft drinks, as well as in the sports industry, and according to Reports and datait is a market that is projected to reach $5.32 billion by 2026. Nootropics are also hailed as a type of substance that can support cognitive performance.
Throughout Chan’s career, she has been open about her experience with anxiety, headaches and sleepless nights because each stage of career growth is just as physically and mentally demanding as the next. This led her to invest in her mental wellness and practice self-care rituals, which helped her identify what she needed to show her best self. Among those non-negotiable habits that set her up for her success: quiet time in the morning, journaling and meditation.
That’s part of what motivated Chan’s goal of normalizing conversations about mental health and bringing a holistic approach to the wellness industry.
No. 8 launched in October 2021 with its first two products, Energy and Sleep, while Calm and Focus followed in November. With people experiencing post-Covid brain fog and managing to get back into a productive workflow, mint and matcha flavored Focus is dominating their range of products (aimed at helping you “Find Your Flow”), with Sleep a close second ( its key ingredient is melatonin and it also contains vitamin B6).
No. 8 Focus Nootropic Gummies, Photo Credit: Jill Burrow
Photo Credit: Jill Burrow
While vitamins are supplements geared toward their particular goals, the spirit of No. 8 is centered around the power and beauty of building rituals.
“With all of our messaging, we make it very clear that enjoying No. 8 is also about the grind,” shares Chan. “It’s also about asking yourself, What are the other habits you’re building around taking the gummies that can foster the desired mindset and reinforce your sense of calm, for example? The jellybean should really just be a small component that supports you on that journey.”
She believes that mindful practices are important to living a life in harmony and balance.
When the opportunity arose, Chan was ready to develop the brand together with Lim, to promote daily personal care in a way that celebrates their heritage. The brand name, No. 8, is based on Chinese culture, as the “8” symbolizes harmony, balance, and luck, and the flavor profiles of the gummies are influenced by Asian foods and flavors. team members grew up eating, including ginger, yuzu, lychee and pear. Chan continues: “Also, no matter which way you cut the ‘8’, whether it’s horizontal or vertical, it’s symmetrical. And that was a great way to embody our belief in that mind-body connection.”
While the nootropic ingredients make it a functional product, No. 8’s brand also takes center stage, as a hero component.
For Chan, every branding element of No. 8, from the elevated packaging and design to the content-rich social media posts, serves as a mechanism to surprise and delight users, bringing a sense of beauty and excitement. to the construction of rituals.
“Good habits help set you up for success. I think it’s the best form of self-love, when you make the decision to actively show yourself,” explains Chan.
To kick off the design process for No. 8, Chan and Lim asked 20 of their friends to show them how they store their supplies.
“We had just sent a public service announcement to our closest friends, asking them to send us a photo of their medicine cabinet,” Chan shares. “We promised that the photos would not circulate, would remain anonymous and would be purely for research purposes. Everyone was super open about it, which was the coolest part because we were designing for a new normal.”
Chan and Lim saw a similar pattern in the way supplements were displayed in their friends’ homes, which helped them identify an opportunity to store vitamins: No. 8 makes it possible to display supplements in a way that makes them look better. users are excited to use them, thanks to intentional branding and premium glass bottles.
Group Photo No. 8, Photo Credit: Yana Sheptovetskaya
Photo Credit: Yana Sheptovetskaya
“Most of the images we received were of clear plastic bottles that were hidden in a drawer or medicine cabinet. When I dug a little deeper, I came to understand that this was actually no a highlight of anyone’s day,” Chan continues. “That presented me with a great opportunity, because we know that if you want to establish a good habit, you have to make the experience enjoyable. And I wanted our products to be something that people would really enjoy having on their kitchen counter or office desk. The jars are really meant to serve as a vehicle for self-care and a reminder to carve these moments into your day. just for you.”
The ‘new normal’ Chan refers to is why it’s so important for new brand founders to stay ahead of the eight ball, and the No. 8 team managed to do so with flying colors.
There is also the halo effect that comes into play.
“The halo effect of a good brand is that it stimulates conversation and has the opportunity to become a multiplier. So if something catches your eye on someone’s work desk or Instagram feed, chances are you’ll take a picture of it, Google it, or ask someone about it. The glass jars are meant to encourage people to openly share about their wellness practice and also learn about brain and mental health, which is at the core of what we’re doing.”
Chan learned about the magic of strong design and branding as a vehicle for conversation from his previous role as a founding member of the Museum of Ice Cream. He had also worked on Sephora’s merchandising and buying team prior to MOIC.
“My time at the Museum of Ice Cream is really where I learned the power of brand identity and the importance of using these various mediums to reinforce it. So whether it’s the green box the jars come in, or the rich printed brochure explaining the ingredients, or even the visual identity of our social media content, everything we feature complements the brand sensibility.”
Chan partnered with award-winning women-led agency Utendahl Creative to design and develop the No. 8 brand.
Standing out and differentiating yourself from other brands was paramount for co-founders Chan and Lim.
Chan’s background at the Museum of Ice Cream arguably helped inspire another fun part of the R&D process: When Chan and Lim were collecting photos of friends and deep in the product development phase, they referred to their mission. top secret as a “confectionery apothecary”. — referencing the candy-like nature of nootropic gummies, as well as their value as a personal care item.
“When we first started approaching this category, one of the main concerns we had and heard from everyone was that they had pill fatigue – people were taking 10 to 12 tablets or capsules a day. That reinforced our choice to tackle the gummies category, which is accessible and fun.”
Chan had known Lim, who is a mentor to Chan, for a while: they met in Singapore, where they are both from.
“He came to me with the idea, which led me down the rabbit hole of looking at and experimenting with nootropics,” shares Chan. “We started brainstorming different ways we could approach this category differently. That led to cold contact with Dr. Bowen Jiang and Professor Dr. Octavio Choi, the two Stanford neuroscientists on our Medical Council who have been with us from day one, from formulation to content development on mental health. and brain health. .”
All ingredients and dosages are based on scientific research and medical journals, reviewed by Dr. Jiang and Dr. Choi.
“Our formulations are naturally derived nootropics and the ingredients are commonly found in Ayurvedic or traditional Chinese medicine.”
Every detail in the creation of the No. 8 was intentional and by design, literally.
“When people see the glass jars that the gummies come in, they can be anything. We have had people ask if they contain a candle or tea. This means I’ve done my job here: I’ve made sure they’re eye-catching enough to make people curious to ask about them.”
To build loyalty, No. 8 also launched a subscription model (each flavor jar contains a month’s supply of 120 gummies) and launched samples and minis, for the more ‘nootropic curious’. Sustainability is also a pillar of the brand, and subscription orders ship in compostable refill bags after the first month. Durable glass jars also offer a reusability factor, for storing a variety of items.
As a player in a ‘new normal’ of the supplement category, No. 8 strives to emphasize how nooptropic gummies can be incorporated into daily routines. “It’s about being aware of more holistic approaches that we can incorporate into our routines to help ensure that we show ourselves in our best light and show our best selves.”
The holistic aspect of the company is what inspires its content-rich social media posts, based on the overarching themes and notions of maintaining a positive mindset, removing limiting beliefs, and knowing how to control what you can really control.
Among the ‘surprise and delight’ elements of No. 8 that reinforce these habits? The booklet that includes a 30-day log and a diary-like section to write down your intentions and goals, as well as a desk calendar with affirmations.
“The brochure has space for you to state where you want to be at the end of the jar. It holds you accountable for setting claims,” shares Chan. “The hope is that at the end of the month, you will be in a very different place and headspace, both physically and mentally.”
The indicator at the end of the 30-day record is intended to remind you of growth.
The jars themselves help spark delight in one’s day.
“Why not keep a jar on your desk, especially if you’re doing super intense work or looking at spreadsheets all day? Hopefully number 8 brings some joy.”
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