Cannaray is positioning itself as the first mass CBD brand, seeking to define the category as it enters the mainstream. Our task was to evolve the brand identity and packaging in line with this bold ambition.
The design strategy was to create a mark with meaning – they already had a yellow dot, but we wanted to give it stand out and salience. Hence the addition of a horizon line on the packaging to tie it to the rising sun of a new dawn.
As building trust is crucial in this category, the icon formed the centre of a flexible design system that balances positive emotional energy with a reliable efficacious design tone of voice.
BigSmall (lead agency on brand positioning and creative) brought in the magic ingredient of Claudia Winkleman as the leader of the revolution (with tongue firmly in cheek). Our confident yellow circle becomes the flag for the tribe Cannaray is seeking to recruit.
The creative results make me happy to look at, which feels right for a CBD brand. And a massive spike in online searches for ‘Cannaray’ following the campaign suggests that the creative has also been doing its job!
- Brand design Strategy: Silas Amos
- Lead agency, brand positioning, advertising creative: BigSmall
- Design agency: Derek and Eric
- Packaging photography and art direction: Cannaray
- Client: Cannaray
