Peels CBD
— BRAND IDENTITY & WEB COPY —
In a burgeoning and tightly regulated industry, Peels CBD was setting out to do something revolutionary: extract cannabinoids solely from citrus. CBD made from orange peels. I was brought on to help orchestrate a brand messaging strategy that was equal parts education and revolution.
While navigating the FDA regulatory hurdles, we worked to craft messaging that was clear and enticing without overpromising. The brand voice needed to be fun, fresh, and poignant, prompting potential relief-seekers of all kind to try something completely new.
We had a unique position for CEO, Chris Hetherington. As a former NFL player, his journey to alleviate pain led him to the superiority of citrus CBD. He had an acute understanding of living life with everyday aches & pains from his years playing professional football and sought to share the best solution he had found for himself.
