Canncestra.
Canncestra is a CBD pain relief brand built on proprietary science by three research-driven founders. A motley crew with a product the market had no idea how to talk about. My job was to change that.
CANNCESTRA / 2022
The CBD category was drowning in products that overpromised and underdelivered. Canncestra had superior science and nobody knew it.
People don't want hype. They want proof. The brand just needed to explain the science so the average person actually understands it.
How do you make CBD feel trustworthy in a category that burned through its own credibility?
Lead with science. Simplify with an educational framework.
An identity system that balances credibility with warmth. The science itself gets its own framework: G.E.T. (Glycoxanthin, Envisomes™, Terpenes). Complex ingredients turned into a story of real relief.
Identity, science, and the product in the world.
Identity.
Clean, knowledgeable, a little playful, inspired by molecular structures and pathways. The dotted line becomes a recurring graphic element, an elegant way to tie in molecular building blocks and convey that everything is connected.
The science framework.
G.E.T. (Glycoxanthin, Envisomes™, Terpenes) is the proprietary formula. The framework explains the three ingredients in plain language so the buyer actually understands what's working.
Product and packaging.
Premium yet approachable. Clear hierarchy, intuitive navigation, distinct colors for product types. Packaging built for someone who actually shops in dispensaries.
