Designing a Wellness Brand Around Trust.

PEACE+ was developed as a premium CBD wellness brand focused on transparency, simplicity, and consumer confidence within a rapidly emerging category. As part of the pitch team that helped win the business, I contributed across brand identity, packaging exploration, digital design, and product storytelling.

Year

2020

Client

Peace+

Altria Group
The Challenge

The challenge was creating a premium CBD wellness brand that could feel trustworthy, modern, and approachable within a highly regulated and often visually inconsistent category.

The work spanned both physical and digital touchpoints, from logo systems and packaging concepts to responsive web experiences designed to introduce the brand to market with clarity and credibility. The experience needed to balance consumer education, wellness positioning, regulatory considerations, and scalable packaging systems while building a distinct identity capable of extending across future products and campaigns.

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Building Trust Through Design.

The creative approach centered around transparency, clarity, and simplicity.

Rather than relying on exaggerated wellness tropes or overly clinical aesthetics, the system focused on clean typography, restrained visual language, and structured information hierarchy. Every detail, from packaging layouts to digital touchpoints, was designed to communicate confidence, consistency, and ease of understanding across the customer journey.

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A Flexible Identity System.

Multiple identity territories were explored to help define how the brand could exist across packaging, digital experiences, and future product expansion. The final direction balanced modern wellness aesthetics with scalable system thinking, creating a visual language that could adapt across tinctures, capsules, gummies, educational content, and e-commerce environments while maintaining a cohesive brand presence.

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Packaging Designed for Clarity and Scale.

The packaging system was designed to simplify a complex category through bold hierarchy, clear product differentiation, and modular structures that could scale across multiple SKUs and formulations. Distinct color systems, typography treatments, and reusable component frameworks helped create consistency across the product line while allowing each product category to maintain its own recognizable identity.

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Extending the Brand Into Digital.

Beyond packaging, the work extended into digital brand experiences designed to support education, storytelling, and product discovery across responsive web platforms. The system translated seamlessly between physical packaging and digital environments, creating a unified ecosystem capable of supporting launch campaigns, evolving wellness content, and future e-commerce growth.

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Exploring the Art of Possible.

A significant part of the engagement focused on exploratory concept development and strategic visual thinking. Multiple creative territories were developed around themes like trust, ethical sourcing, and wellness positivity to help define how the brand could emotionally connect with consumers. The process emphasized not just aesthetics, but how design systems, materials, structure, and storytelling could work together to shape perception in a rapidly evolving category.

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The Outcome

A Modern Wellness Brand Built for Expansion.

The result was a cohesive brand ecosystem that brought together identity design, packaging systems, and digital storytelling into a unified consumer experience. While the broader business ultimately shifted direction as Cronos exited the U.S. CBD market, the work remains a strong example of strategic brand building within highly regulated industries, balancing creativity, system design, and scalability across both physical and digital experiences.

Brand strategy

Built on trust.

A wellness focused identity system designed around clarity, transparency, and consumer confidence.

Packaging systems

Designed to scale.

Flexible packaging frameworks supporting multiple products, formulations, and future expansion.

Digital ecosystem

Connected experiences.

A unified visual language extending seamlessly across packaging, storytelling, and responsive digital platforms.

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