To take a company’s passion and translate it into a functioning brand is one of our greatest pleasures. Start-ups are the future (obvious, right!). When we were approached by a newly formed CBD company, HempSmile, to consult on their brand strategy, create their company website including the creation of a visual brand identity and marketing strategy and example material.
To help develop an ethos and brand identity for the start-up CBD company, HempSmile; to step away from traditional cannabis-related visuals which often only further drives misconceptions about the industry, while creating something that would appeal to consumers that were newcomers to the CBD world; to develop an easily usable website which will act as a bank of information for customers to peruse as a source of learning whilst shopping for CBD products.
Understanding our clients' story
The CBD industry is still very new within the UK, but already industry growth has astonished experts. over 6 million adults within the UK buy CBD products grossing over 300 million a year ( estimated UK CBD industry will be worth 1 Billion by 2025 ) user rates are higher among the under 55 age group. Industry awareness is still relatively low with the largest usage within Wales and Northern Ireland. access to credible information is a big industry problem, with a lot of people unsure about the actual effects and benefits of CBD. Industry registration also makes things increasingly difficult for CBD companies. An example of this would be them being prohibited from making any health or cure claims within their marketing strategies (CBD is currently classified as a novel food supplement). The majority of CBD brands market towards those already informed about CBD/Hemp usage with little out there for those trying to understand if CBD is a viable path to easing their own health and well-being needs
Building the Foundations
After talks with HempSmile creator, we soon learned that they were extremely passionate about not only the CBD industry but helping people expand their understanding of the CBD and hemp industry. The wealth of information about the CBD industry and the products that were possessed by Andy was astonishing. After our initial sessions, we suggested that the best way to achieve his goals was to create a brand that was mainly focused on newcomers to the CBD industry, rather than focusing on those who already had a wealth of knowledge of the industry and products. Developing the foundations of a brand that would not only be able to supply CBD products to their customers but also helping support people within their CBD journey, supplying news, information resources as well as partnering up with and promoting other CBD brands that share Hemp smiles’ caring ethos.
Identify brand motivations
Identify customer demographic
Brand Creative strategy
Brand guidelines & marketing strategy
Creating a New Path
Design & production
We agreed on the importance of the brand staying away from overly heavy use of cannabis imagery which only helped to push misunderstanding of CBD within new users (which is why the majority of CBD sites feature) for a brand design that felt more in line with larger corporate supplement and health companies to give a perspective of knowledge and professionalism.
Visual research & development
Brand guidelines Creation
Development of brand communications strategy
Website Wireframe and planning
Marketing & Growth
Using HempSmile’s ethos for education and pushing industry knowledge as their core creative for their marketing strategy, we outlined a clear guideline for how they should approach developing their line marketing. We suggested that they focus on engaging education methods (such as infographics, educational videos); we also templated a HempSmile video banner so that they could share customers actual experiences using their products, creating a portal for education and customer experience reviews.