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CW Hemp

Brand strategy • Creative direction


The Stanley Brothers developed a unique strain of cannabis that alleviates the suffering associated with epilepsy, seizures and other painful conditions. Leading the way for the acceptance of health remedies derived from CBD hemp oil extracts, CW was one of the first products to appear on mainstream retail shelves.

 

STRATEGY

I led our creative exploration, starting with a brand strategy that helped us isolate the key qualities that make CW Hemp unique and help it find its audience. Consumer and industry insights taught us that the efficacy, quality, and trustworthiness of the product were key differentiators behind a purchase decision.

 

SOLUTION

A modern and sophisticated visual presentation immediately feels professional and trustworthy. Subtle design touches reference hemp's ancient medicinal properties, with a sleek aesthetic highlighted by gold and purple tones. Heavyweight outer packaging and sleek materials ensure that shoppers can feel the quality bestowed by the range of CW products, which include capsules, tinctures, and topicals.

 
 
By design, we didn’t want a cannabis leaf or something hempy looking that you’d find in a smoke shop. We want something on the shelf that you can find in Nordstrom to Sprouts.
— MATT STOREY, DIRECTOR OF GLOBAL BUSINESS DEVELOPMENT FOR CW HEMP

Creative direction: Michael Benjamin
Graphic design: Jesse Green, Courtney McArtor
Account management: Jacki Ognibene
Agency: Anthem Branding