PROJECT OVERVIEW

Embedding ourselves into the internal team, we began with extensive consumer research, both quantitative and qualitative with focus groups to identify territories that would resonate with target audiences. What we identified was the need for a name change and some tweaks to the product format itself.

The direction for the product was now a set of fast-acting mints with custom formulations to achieve targeted effects. To address the lack of clarity in the marketplace we focused our naming workshop on the inner glow that these mints generate, emphasizing how CBD, in tandem with select terpenes and other herbs, can help consumers feel.

Based on this insight, our naming workshop yielded a new name, Lucent Botanicals, that could both stand out in a field of generic brands and help consumers understand the effects they should anticipate.

We played the "Lucent" concept all the way through the brand strategy, including the visual identity, custom packaging, website, and the establishment of a creative platform: “Your Best Self Is Inside”.

We turned our energies to Go-to-Market and launch activities next including an editorial program as the cornerstone of a content strategy to educate about each SKU in the line, their benefits, and adjacent issues. That content was also the fuel for one of the first paid digital marketing campaigns in the category and was leveraged in an earned media campaign and reviews program that landed placements in mass-audience publications including Refinery29 and PopSugar.

In addition to this direct-to-consumer ecomm model, we also supported a retail strategy for Lucent Botanicals that includes distribution in national chains such as Wegmans.

Lucent Botanicals is now a mainstay of the CBD market with distribution through e-commerce and brick-and-mortar stores.