Relaxing pastel beverage packaging design from Vybes
The CBD Race
After breakfast at Roberta's, an awesome Brooklyn hangout (I highly recommend), we arrived at Brooklyn's Natural, a health food store. I always pop into independent grocery stores and boutique shops to see what packaging I can find. In the large fluorescent chiller was Vybes an Organic Hemp Cannabidiol (CBD) infused drink. CBD is a chemical extracted from the hemp plant that doesn't cause a high or psychoactive effect. Described as a functional drink, CBD is claimed to relieve pain and inflammation, and ease anxiety.
The minimalist typography approach inspired by Ed Ruscha speaks to the desired emotive effect of the product: relief & relaxation. It's calming on the eye and the body. The warmth of the LA skyline inspired the pastel pink brand colour. Each flavour has a different coloured label that fits within the same hue. I tried Honey Crisp Apple Basil, a new flavour that was launched this summer. It wasn't overly sweet and had a surprising earthy finish. Possibly a combination of the basil and hemp oil.
The CBD market is booming and estimated to grow from a reported US$462m to US$2.17bn by 2023. As a designer, it's always exciting to learn about innovative products, ingredients and developing industries. It's a nice challenge to try and express new feelings, thoughts and ideas visually.
Other examples of CBD products...
Gwyneth Paltrow's natural health company goop has released a guide to CBD spiked cocktails.
To Whom It May Chocolates make a range of CBD chocolates with flavours like cherry cayenne bonbon & smoked almond butter truffle.
