One Visual System for two Audiences
Project;
Brand Identity and Development
Responsibilities:
Brand Development, Visual Identity, Packaging Design, Art Direction, Photography, Production Management
The Bottom Line:
I rebuilt Sana Botanicals, a shelved CBD wellness brand, from the ground up: identity, packaging, photography, and campaign assets. The brand earned a seat at the table with CVS, Walgreens, and Walmart.
"The design did its job: it took a shelved brand to the buyers’ table."
Case Study:
Sana Botanicals was a shelved CBD wellness brand with no active market presence. The job was to rebuild it from the ground up and make it ready to pitch to retail partners.
The challenge was two audiences. The premium wellness customer wants an elevated experience. The mass-market shopper wants products that feel approachable and accessible. The identity had to serve both without losing its purpose or consistency.
I built the creative direction around the feeling of a luxury spa, with a calm, refined visual language for relaxation and wellness. Typography, color, packaging, and campaign assets all worked as one system. I also shot the photography that brought the intended experience to life for the brand presentation.
The result:
The rebuilt brand got Sana in the room with CVS, Walgreens, and Walmart. Each retailer offered consignment only. The business wasn’t able to fund production on those terms and closed. The design did its job: it took a shelved brand to the buyers’ table.
> BACK TO WORKS
