Establish leadership in the CBD edibles category with a healthy product offering. Define a new territory for CBD consumers to explore and create a brand identity that targets and appeals to the health and wellness consumer.
Focusing on reaching a specific consumer target, the team defined the brand identity using Health and Wellness industry best practices, insights and branding trends. By distancing this portfolio from existing edible CBD products, the brand successfully defined a largely untapped area within the category. The brand's focus on health and mindful CBD consumption was supported by sophisticated, clear branding on the packaging design as well as through all consumer-facing touchpoints.