This Place tasked YummyColours to combine a medically-backed, organic CBD product line with a lifestyle brand experience characterized by deep thought leadership and customer education. The new German brand of CBD cream needed strategy, design, a tone of voice, product naming, and editorial direction. Through the kickoff in Berlin, where the two teams spent days together envisioning, explaining, and educating on the science and vision behind the brand, YummyColours saw a clear direction for This Place: a focus on women’s needs and on experiential opportunities, to set This Place apart from traditional topical cream lines.

The idea of This Place is based on the concept of organic connection, which is inspired by the product’s natural ingredients and architectural spaces that blur the line between interior and exterior. The name, naming system, and visual identity are developed through this concept of organic connection, and the packaging system further highlights this idea of the relationship between inner and outer. Prompted by the brand’s desire to embrace an organic, human-touch aesthetic, the line artwork used in the logo and on the packaging was created by drawing lines using a wax pencil on a masonry surface and digitizing them. Each product has an associated shape that is used on packaging and informational digital content. The four shapes come together to form an abstract illustration that can grow with the addition of future products. Individual product boxes are a part of the whole, connected through the hand-drawn illustration, and each one includes a reveal of the individual product color on its interior. YummyColours went beyond the brand, beyond the product design, and created “the first German wellness platform around CBD and natural scientific healing.”

Deliverables for this project included a Brand Narrative, including naming, positioning, values, and tagline; brand identity, including logo, animation, and packaging design; brand storytelling, including tone of voice and content direction; copywriting, including tone of voice; and go-to-market strategy.