Feel okay, day by day

Challenge

In the early 2020s the UK CBD market was evolving rapidly, with innovative products hitting web stores and supermarket shelves with increasing frequency.

Working with strategic partner BigSmall, Cannaray sought to position itself as the first mass CBD brand, endeavouring to define the category as it entered the mainstream.

How can you use design to help fulfil bold ambitions in a nascent category?

Solution

The existing Cannaray design utilised a golden circle as its icon. Whilst this felt bold and premium, it lacked warmth and created barriers in a category where permissiveness is key.

By enlivening the colour palette and liberating the circle, we elevated a simple dot into a dynamic and salient rising Sun.

This forms the heart of a flexible design system, balancing positive emotional energy with an efficacious visual tone, reaching out to consumers who need a holding hand as they discover the potential of CBD.

Impact

Q1 2022 trading running 11% ahead of budget.

Listings secured with all major UK retailers - Holland & Barrett, Tesco, Asda, Morrisons, Waitrose.

Web traffic up 1000%

Average Order Value through eCommerce up 64% since launch of campaign.