Dixie Botanicals Branding

HempMeds, the parent brand of Dixie Botanicals, wanted to rebrand their CBD products to be sold through retail channels.

Brand Discovery | Logo Creation | Visual Guidelines | Campaign Creation | Packaging Concepts

Brand Discovery

Background

HempMeds completed market research and provided a presentation.

The target group included every age and gender with sport and fitness hobbies.
Aesthetic direction was bold, bright, sporty and All-America. Imperfect and edgy.
Urban Outfitters used as example of target retail market.

Insight

Dixie products were marketed as being easy to use since dosages were easy to measure (drops, gummies, etc.) making it a product that could be available for anyone to use. Sporty stripes inspired by Marine Layer and 90s skate culture communicate the sporty, All-American personality of the brand.

Goals

Create a sporty logo that could be used on bright colored packaging.
A label and color system that was bold and aligned with flavors in the product line.
Brand elements that could be used in weekly promotional sales campaigns.

Logo Creation

A bold logo with a negative space sporty stripe was a simplistic nod to the sporty, Marine Layer theme provided. The black and white logo options could match the HempMeds site and play well with bright packaging.

Moodboard + Adjectives

Visual Guidelines

Bright colors influenced by the product’s flavors, sporty stripes and an unapologetic brush script, merge together to become a fun, sporty brand.

Brand elements Included:

Type styles including a bold sans serif font and an imperfect brush script to use sparingly.
Bright color swatches along with label color guidelines
Photography guidelines focusing on edgy sports photography

Campaign Creation

Promotional messages highlighted in a sporty stripe, edgy fitness photography and brush font headlines creates an unpolegic, sporty feel. Campaigns highlights weekly sales.

Campaign Included: