Duration: Four Weeks

Team Members: Deztiny Di Meo, Amanda Stopper, Lena Ohara, Morsal Sahar, & Tahmir Payne

Clients: Chase Design, Precision Botanical

Summary

Precision Botanical is a young start-up company that entered the CBD Industry in 2019 after they saw an opportunity to stand out with their products that was more pure and superior to their competitors.
I teamed up with five students to re-develop their brand to help stand out among their competitors. Under a four-week period, I was responsible for research, concept development, brand identity, and packaging labels.

Research

Precision Botanical ensures their product is 99% pure, THC-free and known for their most rigorous testing in the fastest growing CBD industry. They are looking to stand out from their competitors with their three products: Sleep, Calm and Soothe. We researched in-depth about the brand, background on the CBD market, and conducted store audits to identify opportunities and threats.

Store Audits

We explored available stores that sold CBD products to analyze how they were treated. The places we visited were CBD specialization, groceries, and pharmacies.
We discovered retail stores such as Wegmans and Lorie's Natural Foods enclosed their products behind glass displays and carried restricted guidelines. The products were close to each other so it was difficult to distinguish between them. The overall experience was uncomfortable and unwelcoming, especially for new consumers interested in CBD.

The experience of visiting a specialized store like END CBD Supply was the complete opposite. The environment of the store was very minimal but clean and provided a sample section for consumers. The products had a lot of spacing to stand out from others. The staff we interacted with was welcoming, and supportive and provided us insights into their business working in the industry.

Our Team Objective

Create a direction for the three products to reflect a sense of purity while having a premium and organic tone using iconography. It will also bring more interest to consumers looking to use CBD for the first time.

An Organic Identity

I was responsible for the branding through the logo and typography. I wanted to create a direction that would give an organic element while maintaining simplicity and a premium look.

Packaging Design

I assisted in developing our packaging and labels with our interior designer team member.

We envisioned how our products would look in 2D, in addition to adding a seal before printing.

The Results

Merchandising

Retail Display

For retail stores merchandising, we believed our products should stand out from competitors on the shelves so we included a hexagon tab that would grab the consumer's attention. We have the primary products on top of the display so consumers would know what they're exactly seeing before making a purchase.