Resilience | CBD for Active Lifestyles
Launching a CBD brand.
SET-UP
An emerging category, CBD is largely misunderstood — believers see it as a cure all, while skeptics think it’s snake oil. To launch a CBD brand, we set out to ground the product in purpose and carve out a space where this new CBD brand could shine.
STRATEGY
Recovery is one of the most crucial steps in achieving fitness and it’s constantly overlooked by gym goers. CBD works as a stress-reducer, sleep-aid, and inflammation fighting ninja, which makes it a perfect match for athletic recovery. We positioned Resilience as the champion for recovery, the all natural advantage people need to achieve their fitness goals.
SUCCESS
Today, Resilience has revolutionized the way people understand and use CBD. Along with the direct to consumer website, it can be found in major retailers across the United States, including Road Runners, Renaissance Hotels, and Urban Outfitters.
My role included brand positioning, consultation on branding, copywriting website and product descriptions, developing plans for the website experience, and social strategy.
Agency: Conscious Minds
