2017 - 2021
Charlotte’s Web
STRATEGY
BRANDING
packaging
Courage & Compassion.
UNPACKING WHO YOU ARE
Charlotte’s Web is named after Charlotte Figi. At age 3, Charlotte was experiencing 300 epileptic seizures a week despite treatment. Her parents discovered another child treating their seizures with cannabis. It’s no small task to fight for the legalization of cannabis for medical use by children, but guided by compassion and a moral conviction to help Charlotte and others with similar diagnoses, the Stanley brothers set out to find a non-psychoactive strain of cannabis to provide relief.
Seeking a natural alternative for hope.
unpacking THE CONSUMER
As we experience a massive cultural shift away from Big Pharma, people are looking to nature for cures they can count on to relieve what ails them. However, even with this shift, brands continue to struggle with the stigma surrounding marijuana. Our goal? To help people trust Charlotte’s Web in spite of that stigma.
Naturally beautiful, powerful, and trustworthy.
PACKING IT ALL UP
Not only did the brand need to stand out against its competitors, it was also imperative that it communicate trust and that required a premium package. We accomplished this by using black, gold foil, and other embellishments. We used the natural image of a sunrise over the mountains to evoke the idea of hope and were able to solve for consumer confusion between various flavors. When lined up, the mountains create a billboard of the Colorado Front Range that owns the shelf.
unpacking WHO YOU ARE
Charlotte’s Web is named after Charlotte Figi. At age 3, Charlotte was experiencing 300 epileptic seizures a week despite treatment. Her parents discovered another child treating their seizures with cannabis. It’s no small task to fight for the legalization of cannabis for medical use by children, but guided by compassion and a moral conviction to help Charlotte and others with similar diagnoses, the Stanley brothers set out to find a non-psychoactive strain of cannabis to provide relief.
UNPACKING THE CONSUMER
As we experience a massive cultural shift away from Big Pharma, people are looking to nature for cures they can count on to relieve what ails them. However, even with this shift, brands continue to struggle with the stigma surrounding marijuana. Our goal? To help people trust Charlotte’s Web in spite of that stigma.
PACKING IT ALL BACK UP
Not only did the brand need to stand out against its competitors, it was also imperative that it communicate trust and that required a premium package. We accomplished this by using black, gold foil, and other embellishments. We used the natural image of a sunrise over the mountains to evoke the idea of hope and were able to solve for consumer confusion between various flavors. When lined up, the mountains create a billboard of the Colorado Front Range that owns the shelf.
THE IMPACT
Category growth + Product innovation.
Solving for consumer confusion between strength and flavors saved the company from buybacks and opened the door to new flavors. Charlotte’s Web has become a pivotal CBD brand and trusted industry-leading product. So much so that Charlotte Figi has been described as “the girl who is changing medical marijuana laws across America.”