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.
After talks with HempSmile creator Andy, 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 their products that was possessed by Andy was astonishing. After our initial talks, 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 on the industry and products. Developing the foundational ideas 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: health, education, collaboration, hemp industry growth
identify different levels of customer demographic
develop current and future brand growth plan: Identifying key areas of brand and industry growth and how HempSmile as a company can use their core creative to stay at the heart of this growth
develop brand guidelines and fundamental working procedures based around their ethos
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 which 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 there own health and wellbeing needs
Design & production
Having already had the logo designed, we used this as a very basic color palette to start working from. 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.
identified possible negative visual imagery that could alienate potential industry discoverers - such as cannabis imagery which only helped to push misunderstanding of CBD
aline brand visuals in line with larger corporate supplement and health companies to give a perspective of knowledge and professionalism
brand guidelines development
development of visual brand guidelines
website layout and content writing consultancy
Marketing and 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.