PRŪF.
Brand Rebuild and Product Creation.

Background:

Taking the reins as the Marketing and Creative Director several years after PRŪF’s initial launch, I was tasked with addressing the lingering ambiguity and confusion around the brand and the market in general. PRŪF initially adopted a technical minimalist approach, believing it conveyed premium quality, but market response indicated otherwise. Partnering with Famous Charm Design and leading a team of in-house marketers and product developers, we worked to transform the brand’s corporate sterility into a consumer-centric brand with an authentic story larger than just smoking good weed, bro.

Consumer Insights:

In a market still grappling with the aftereffects of prohibition’s stigmas, misinformation created by the black-market culture, and recently mixed with a lot of “wellness” pseudoscience, consumers face a tricky purchase. Cannabis retail experiences are often intimidating, anxiety inducing, and just overall confusing. How much do I take? How will it make me feel? It takes trust to ingest any edible product. But, when that product has psychoactive effects consumers seek clarity, trustworthiness, and a feeling of shared ethics with a brand.

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Packaging Innovation:

The packaging, designed from brown kraft paper and designed to stand as its own point-of-purchase display at retail, created a unique tension with bold black typography and strategic color pops, making PRŪF distinct on the shelf in a sea of competitor sameness. Trippy geometric op-art, teasing on the exterior and coming fully alive  on the freshness bag inside, symbolized the consumer's journey of cannabis consumption. From wayfinding and information gathering on the outside to a psychoactive unique experience on the inside.

Results:

The comprehensive rebranding effort propelled PRŪF to its most successful product launch, with cannabis-infused gummies selling out rapidly. Retailers now understood the brand and were empowered with compelling stories to share, creating a more engaging and informative experience. Consumers resonated with PRŪF's genuine, human, dependable, and curious identity, establishing a stronger connection between the brand and its audience.

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Conclusion:

PRŪF's success lies in the fusion of a clear strategy, consumer empathy, and innovative packaging. The brand's successful relaunch exemplifies the power of strategic rebranding and beautiful design in overcoming challenges and achieving success. The packaging not only protected the gummies but guided consumers through a curated experience- turning a product into an exploration that supported the brand’s promise.