I led the creative development for Martha Stewart’s line of CBD products. We took one of the world’s most-recognized brands into an entirely new market, under intense scrutiny from corporate partners, Martha’s agency, and Martha herself.
I think it turned out pretty nicely.
The Martha Stewart CBD brand was developed and realized in collaboration with some very talented people, including:
Art Direction by Shiree Nowoselski
Design by Jared Barter
Bespoke illustrations by Chelle Lorenzen
The sampler quickly became one of the brand’s best-selling products. We developed it from concept to dieline to prototype to shelf-ready final package.
The original concept for the sampler included a booklet that provided more information about each of the flavours, and a closer look at the brand’s beautiful illustrations.
Packaging for the unflavoured products originally featured illustrations of mature hemp leaves, but that was a no-go for US retailers, even with the Martha Stewart logo front and centre.
So we swapped in an illustration of the plant earlier in its lifecycle, during its flowering phase. Botanically accurate, but not triggering.