Scope
Brand Design
Packaging Design
Merchandising
The Challenge
Redesign a collection of CBD products by Precision Botanical that will increase awareness, desirability, ease of use, and value through Branding, Packaging and Merchandising.
Duration: Four Weeks
Team Members: Deztiny Di Meo, Amanda Stopper, Lena Ohara, Morsal Sahar, & Tahmir Payne
Clients: Chase Design, Precision Botanical
Summary
Precision Botanical ensures the product is 99% pure, THC-free, and known for its 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, and background on the CBD market, and conducted store audits to identify opportunities and threats.
I teamed up with five students to re-develop their brand to help them stand out among their competitors. During a four-week period, I was responsible for research, concept development, brand identity, and packaging labels.
Research
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.
CBD products within a locked display.
Can only be opened with permission of a Wegman’s staff. Provides limited opportunities to interact with products
CBD products at a specialized store. Customers can freely interact with the products and partake in samples before making a purchase.
Concept Development
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
We designed the packaging and labels with our interior designer’s input.
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 had the primary products on top of the display so consumers would know what they're exactly seeing before making a purchase.
Sample Section
For CBD specialized stores, we saw an opportunity to give the products more room to breathe, make it personal to the consumers and perform trials. This design would allow consumers to interact with the products via samples before making a final decision.