Mindful Marketing: Elevating A Local CBD Brand

Brand Optimization
Brand Guidelines
Web Design
Package Design
Marketing Collateral
Product Photograhpy
Business Strategy

Leven is a new brand entering the cannabidiol (CBD) space that seeks to offer its customers a sense of peace and balance through well-crafted CBD products, from serums to face masks and creams. When preparing to launch, Leven encountered stigma against all cannabis and hemp products. Leven came to JUICE for help building a branding, marketing, and web platform that communicates their product benefits to clients successfully.

The challenge: Create consistent, elevated branding to introduce a luxury CBD brand to market.

Overcoming brand inconsistencies that held Leven back

In order to overcome stigma against cannabis and hemp products, Leven needed to project quality and respectability. Brand images and messaging had to convey that Leven offered premium beauty and wellness products unrelated to cannabis or intoxicants.Leven had made a good start, but logo, color, and imagery were used inconsistently across products and packaging. The result was visually confusing for customers who expected a coherent and easy shopping experience.

We worked with the luxury CBD brand to craft a consistent and compelling brand image and message. We started with updating the logo and standardized its use across the website, products, outer packaging, and social media. Next, we standardized the brand’s colors. We worked directly with the printer on location, deciphered the correct colors by eye, and translated those into Pantone colors.

Designing packaging for various product lines

Leven offers both wellness and beauty product lines, so as we built out brand guidelines and exterior packaging, we needed to consider how to differentiate between products while maintaining consistent brand image.

We began by ensuring we had an up-to-date understanding of CBD regulations to ensure all packaging and messaging were in keeping with CBD marketing laws. Then, we designed product and plant graphics, the individual product units, and a uniform structure for exterior packaging.

Most importantly, we produced Leven’s “brand bible,” which included product and packaging guides. In the future, any printer can refer to the guides to ensure consistent and high-quality packaging.

Elevating Leven’s brand image with high-quality photography

A Building off of the brand “Bible,” we leaned into natural, plant-based imagery for marketing and brand imagery. We shot high-quality, neutral images that project a luxurious, natural feel to be used as product images on their website and in marketing materials. Leaning into brand guidelines that imagery should center around nature, we incorporated elements like leaves, pink Himalayan salt, and crystals instead of imagery traditionally associated with cannabis products.

Overcoming Payment Processing Woes

At JUICE, we believe in going above and beyond for our partners. Leven faced payment processing challenges from the day it opened its store. Due to evolving and challenging regulations, payment processors refused to work with CBD brands at the time. As a result, Leven had to use a blockchain integration with a steep price of 7-8% per transaction to accept payments.

We prioritized finding a different payment processing option with a lower interest rate. After countless phone calls, Square accepted Leven as one of 10 brands for its CBD program. Under the beta program, Leven benefited from a significantly lower transaction fee for all sales.