I was brought onto the team at Bolin Zweig to help them name and brand three new CBD lines, all produced by our client Leafline Labs. Each brand would sit in its own pricing tier: lower-end, middle-priced, and luxury.
Our strategy was to create an everyday brand for convenience store shoppers at the lower price end, an active brand for the yoga studio/great outdoors/gym crowd in the middle tier, and a high-end brand for fashion-forward folks in the luxury tier.
I love naming brands, but I admit it’s always a tough gig! You have to say goodbye to many beloved options due to legal reasons and subjective stakeholders. After rounds and rounds of ideation, feedback, and copyright database searches, we landed on three names: Happy Place, SOAR, and Bonâme. Next, the team moved onto logo design, brand development, mission/vision/value writing, website creation, and introductory campaign work.Â
It was a lot of really cool work. Here, I will focus on Happy Place.
Agency: Bolin
Copy: Me (Shan)
Design: Ivan Trushin and Stephen Pappas
Creative Direction: Kris Growcott and Justin Zweig