CPG HEALTH & WELLNESS
SITUATION
A global pharmaceutical cannabis company recently engaged me to serve as a brand strategist and brand manager for the launch of its very first US consumer CBD brand. I held this position for approximately one year prior to launch.
OBJECTIVES
While the client started with the straightforward goal of offering a low-cost, high-quality CBD product to a mass-market audience, I was able to encourage them to aim for a higher purpose through branding.
STRATEGY
The work began with a discovery process that included consumer research and a competitive marketplace analysis. With this foundation in place, I developed a brand strategy platform that clearly articulated the brands’ purpose, mission, values, and brand pillars.
Once buy-in with senior management was was achieved, I led the process of creating a new brand name, visual identity and packaging strategy for the product line.
While product packaging decisions were a minor part of my role, I influenced packaging decisions and educated my client on sustainable options, like aluminum, OWP and PCR plastic.
RESULTS
When the work began, the main focus was on maximizing unit sales. I was proud of my ability to paint a vision of the brand that could truly improve people’s lives and inspire those leaders.
By clearly articulating specific brand values that supported the higher brand purpose, we were able to explore a deeper pool of mission-driven campaigns that would benefit the customer and the company.
In addition, the product packaging strategy was enhanced to include more sustainable packaging components. This work has left a positive, long-lasting impact on the company’s environmental footprint.
KEY ROLES & DELIVERABLES
Consumer research
Competitive landscape research
Brand strategy development
Brand identity development (verbal & visual)
Identification & selection of external agencies
Packaging recommendations
General brand management duties
Note: Client name is not provided due to confidentiality agreement.
