Leeds-based strategic model design company Robotic Meals has labored with Breez, a California-based premier vary of hashish infused merchandise, on a full rebrand of its vary that pushes the boundaries of accessibility and inclusivity of hashish and paves the best way for bringing the class into the mainstream.
Breez was based in 2015 and contains a variety of THC and CBD-infused mints, tincture sprays and tablets. Since then, the hashish trade has undergone big adjustments when it comes to laws and the increase in product launches, with Breez’s vary likewise seeing a fast evolution, growth and refinement. This fast progress made Breez the #1 hashish capsule in California, and the #1 non-gummy edible, however it additionally created a branding problem.
“These adjustments excelled at market, however the expansions have been ad-hoc and rushed,” says Anna Walters, CMO at Breez. “In consequence, the design and model id had grown a bit feral.”
Robotic Meals was introduced in to assist Breez convert their success in California into a completely realised world model, opening up its wholesale-only mannequin to direct-to-consumer gross sales, and increasing nationally and worldwide.
Elevating the model by means of inclusivity and performance
Robotic Meals’s strategic and design work centred on positioning Breez as a useful and utiliatarian way of life product – an important ritual in every day routine – by empowering everybody to unlock the advantages of hashish from a straightforward, dependable and trusted supply.
As part of this, Robotic Meals aimed to strengthen, reinforce and defend Breez’s bestselling merchandise and place the model as a future family identify. This meant broadening the enchantment of Breez merchandise to those that had been much less accustomed to hashish merchandise and their advantages whereas additionally strengthening the loyalty of Breez’s present fan base.
Throughout the workshop section, Robotic Meals discovered Breez’s buyer base to be “very broad,” says shopper director Jess Prepare dinner. “They’ve so many superb tales within the suggestions from their customers – actual folks saying how the merchandise have helped them with issues from aches and pains to inventive inspiration.”
These tales struck Robotic Meals as an untapped goldmine that showcased the product advantages in a human means that engendered belief and bolstered the model because the class information. They affirmed that reasonably than positioning Breez as one other ‘hipster’ area of interest model, there have been a number of alternatives to open it as much as a a lot bigger section of the inhabitants and place as an adjunct to our on a regular basis.
Strategic naivety
The truth that Robotic Meals had by no means labored on a hashish product proved advantageous: the group utilized its experience in FMCG branding to the hashish class, which appeared in dire want of a shakeup. “We had been fairly naive concerning the class till we began engaged on it,” says Robotic Meals founder and government inventive director Simon Forster. “That was an actual profit as a result of it meant we may look throughout the present manufacturers and ask, ‘why does all of it look the identical?’ There’s no cause for it.”
Robotic Meals recognized Breez’s key provide as serving to folks ‘unlock’ their day: every product within the vary instantly targets a selected wellbeing challenge, equivalent to enhancing enjoyable, aiding leisure, or serving to with sleep. By highlighting the methods Breez merchandise can assist improve our on a regular basis, the brand new model cements itself because the hashish model for every day life.
The hashish trade’s latest increase of competing manufacturers has created an amazing selection for customers, however typically these manufacturers are missing in authority and belief, with inconsistent merchandise that don’t reside as much as their guarantees.
“The class was nonetheless lacking a beacon model that stands above the remaining, bridging useful, emotional, flavourful and benefit-led in a means that simply matches into your life,” says Forster.
Readability, performance and accessibility
The place new merchandise had been added over time, Breez’s model structure had turn out to be muddied so Robotic Meals’s designs simplify the vary, with clear definition between differentiators like phenotypes, cannabinoids, strengths and flavours.
The brand new designs retain the playful friendliness of the colourful colors and ownable gold of Breez’s earlier branding, introducing a reworked model of the model’s distinctive blocky typography to make the id extra utilitarian in really feel and unite all the vary to create agency model recognition.
Total, the brand new packaging designs lead with performance and consistency, enabling messaging on pack to convey loads in a restricted house. The designs prioritise readability and communication utilizing unfussy language and performance with out compromising aesthetics.
This evolution in tone, typography and visible id has seamlessly opened Breez as much as newer would-be hashish product customers, demonstrating Breez’s potential for on a regular basis wellbeing usages like unlocking creativity, enhancing motivation or just serving to folks to pause, take inventory and “see the wonder that’s round us,” says Prepare dinner.
“The packaging is sort of useful, however it sits inside this stunning model world,” Forster provides.
“Loads of customers in California are very conscious of the class they usually know what they’re in search of. However for lots of people, it’s nonetheless fairly scary should you don’t know something about it. Breez’s new branding really feel much more accessible: not this closed off hashish ‘membership.’ If it’s the simplest to learn and become familiar with, then you definitely’re on to a winner.”
He provides: “We referred to Breez nearly like a Swiss Military Knife. It has a utilitarian really feel, however it nonetheless feels pleasant, and our positioning is all about unlocking your potential.”
