Fellow Studio was approached to create an inspired brand for a new range of premium CBD products. The project was to encompass development of the strategic framework, visual identity and brand voice. Through Fellow’s creative process, ‘Good Nature’ was born, an organic and high-quality identity that echoes its products.

Projects at this South London studio follow a four-stage process.

Research
Through market insights and a series of stakeholder workshops, Fellow created a brand narrative that captured the essence of the CBD products. The name ‘Good Nature’, is a simple and distilled articulation of the brand narrative, purpose and values. This sentiment is reflected throughout the identity, and iterated in the position aptly as ‘wellbeing, well made’.

Exploration
Following the strategy, a logo was designed with a premium and organic aesthetic. Flourishes of the typography are exaggerated, and reference flora and fauna of the natural world. The marque is a minimal representation of the original logotype, using the same reference points to nature with a graphical seed.The core tones and colour combinations exude a calming effect, as we see modern humans continue to strive for more natural environments and moments of serenity.

Development
A Grid System is used and based on scientific botanical papers, creating a framework that communicates the knowledge behind the brand. The illustration style is curated to highlight key ingredients, as well as reinforce the organic nature of the CBD products. These illustrations are based on botanical studies and combine beautifully, simple line drawings with layered colour to add dimension and vibrancy.

Implementation
Working closely with the client team, Fellow developed a wide range of packaging options. This entailed creating designs for Good Nature bottles, tubes, sprays and boxes – across products ranging through creams, oils and edible gummies. This was a great opportunity to showcase the elasticity of the brand’s visual identity, and to demonstrate the power and effectiveness of the brand devices. In addition to packaging, Fellow were then asked to develop marketing collateral for the product launch.