Naturalis
Creating a game-changing brand identity and website for an organic CBD company.
Cultivating the foundations for a leading brand
Naturalis needed a partner to navigate a fast-growing niche and shape their brand to reflect the sophistication, maturity and quality of their product.
The UK CBD market at the time was in its infancy, and we wanted to stand out from the competition, which felt very gimmicky & immature.
The logo subtly evokes the cannabis leaf while remaining refined. This minimalist approach is carried through into the packaging with the use of blues and earthy tones, serif typefaces, and wood accents, offering a natural and organic feel.
Naturally organic, divinely healthy
Shopping with confidence
We wanted the values and ethos of the brand to take precedence over products, championing Naturalis’ distinctive personality.
For first-time CBD users it can be daunting trying to work out which product and strength you need. For this reason, we split their offering into purposes, such as: ‘cosmetic’, ‘improving sleep’, or ‘easing discomfort’. Product pages are made easy to understand, with exact ingredients, how it’s made, and how to consume – making it simple for customers to shop with confidence.
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The process
Exploring, testing & capturing users’ thoughts to iterate & refine
A user-centric approach
We set out to uncover the myths, pushbacks and thoughts about Naturalis’ competitors and the CBD sector as a whole.
A consistent theme throughout our sessions was that of distrust, created by a combination of immature branding and a lack of clarity as to what actually goes into a CBD product.
We immediately knew that we had to take a route that no one else had at the time, drawing a line in the sand between ourselves and our competitors. We set out to target a slightly older demographic, which was reflected in our branding – more reminiscent of a wellness/cosmetic product – and our crystal clear approach to a product’s ingredients and effects.
Whilst generating sales was still the primary goal, we felt like we had a duty to teach website users about CBD and the products that they would be buying, as the sector at the time was still in its infancy. This allowed us to position ourselves as a market leader, and really gain the trust of potential customers.
