OBJECTIVE
Help a cannabis-based product startup resonate with consumers who are looking for natural and effective solutions for their health and beauty needs.
A team of seasoned pharmaceutical executives and a startup veteran decided to bring CBD health and beauty products into the mainstream. We helped them develop a brand rooted in the values:
These guided the approach to every aspect of the brand – from the ingredients used in the products to the packaging, visual language, and communication.
Regardless of product groups, the target users and market demands, every product of NQ should only use ingredients derived from plants or sources that have not been synthesized in a laboratory.
Show clear benefits and desirable effects of ingredients such as supporting brain health, improving cognitive function, or helping reduce anxiety.
The full potential of active CBD ingredients is yet to be discovered, making it necessary to design a brand with the possibility of intensive growth. The visual language can easily expand into vastly different product groups, niche markets, and industries.
Enable scaling of NQ packaging to accommodate new product offerings, changes in demand, waste minimization, and integration with other business processes of the company.
A monolithic brand system allows differentiation between products by supplementing additional visual elements (such as colour code) to the basic NQ identity. Taking inspiration from pharmaceutical packaging that emphasizes the contents of the package enables clear recognition of the benefits of the main ingredient.
Don’t rely on the cliché visual language of cannabis-based products. Instead, focus on legibility and reliability found on pharmaceutical packaging.
The visual language of brand communication is based on the disruption that the active ingredients in cannabis bring to the pharmaceutical industry, as a different view of the existing situation alone can often create new value.
Use imagery that provides an unexpected twist to an already mesmerizing scene. This could be as simple as a perspective shift or an unpredictable interaction.
“It’s challenging for a small startup to respond to an emerging market. Fortunately, our newly developed brand has a firm connection with our consumers and can be branched out to a myriad of products. This allows us to respond quickly and pivot when a market opportunity arises.”
Marzio Mercuri
Founder
NQ
