Tranquil Earth
Project;
Tranquil Earth Brand
Contribution:
Art Direction, Brand Identity & Development, Package & Label Design, Vendor Management
Summary:
Refreshed the brand identity and packaging system for Kure's first in-house CBD brand, shifting to a clinical, confident look built for trust and shelf clarity. Launched in late 2018, it built a loyal following and remains on shelves today, nearly eight years later.
"Tranquil Earth built a genuinely loyal following, the kind of customer base that kept coming back by name."
Case Study:
Tranquil Earth CBD sold topical creams and edible supplements, but the branding was inconsistent across the line, undermining a category where trust matters more than almost anything else. As Kure expanded into hemp and alternative wellness, the brand needed a system that could stand out on shelf while still feeling credible to a wellness customer.
I led a full brand refresh, shifting the visual direction toward something more clinical and confident, positioning the products as reliable and easy to navigate on shelf. I built a unified packaging system across the entire line and introduced a canvas bag for bundled products, adding a more natural, elevated presentation on top of it.
The refresh struck a nerve. Tranquil Earth built a genuinely loyal following, customers who came back by name. As the hemp category evolved and newer, more potent products crowded the shelf, that loyalty is what kept it alive. Launched in late 2018 as Kure's first in-house CBD brand, it's still on shelves today, selling on the strength of trust built early on.
