Health start-up Present Life launches Healist Advanced Naturals, a medically supported CBD range, with a cut-through brand name technique that weds science and nature by Robotic Food. Since constraints on using cannabidiol (the non-intoxicating element of marijuana) were raised in Europe and North America, the CBD wellness sector has exploded. Experts are now forecasting that the worldwide market will surpass ₤72 billion by 2026– and sales of CBD-based products in the retail sector will be a significant motorist of that development. As an outcome, the marketplace is becoming significantly crowded and baffled, with a proliferation of balms, oils, and casts in differing portion strengths, guaranteeing to correct any variety of health issues. Present Life wanted to develop a product line that made the most of this sector development, but in a way that alters the story around CBD items, gets rid of confusion, shows stability, and makes the health benefits crystal clear to the consumer. Robotic Food was approached to drill down and define the chance, and after that design a tactical action to position Healist as a benefit-focused flagship brand name with multichannel selling in mind. The resulting work has actually allowed Healist to cut through all the white noise. Customers are assured of the premium nature of the items, and have the ability to navigate the variety quickly to find the best version for their requirements. “A shift in regulations and consumer frame of mind have actually fuelled a sharp growth in the CBD classification, so we required to create a brand name with unique cut-through. It was necessary to get rid of the typical barriers associated with CBD items, construct trust and make it traditional,” states Simon Forster, executive imaginative director and creator of Robotic Food. An essential part of the technique was to show the advantages to be found where modern science and botanical knowledge fulfill, and show how that marital relationship can help consumers restore balance and ‘recover their 100%’. To that end, the fusion message appears at every touchpoint on the customer journey. The bespoke product packaging format makes a real virtue of the science and nature story and concentrates on the effectiveness of the components. A lab-white ‘science’ sleeve with a diecut ‘H’ is eliminated to reveal the ‘nature’ layer, including botanical illustrations that showcase active components, with four colourways so consumers can quickly distinguish the 4 main advantages (calm, sleep, wellness, relief). “The ‘H’ marque catches Healist’s spirit. One pillar represents science, the other nature, while a main dot joins the two and is symbolic of equilibrium,” states Steph Oglesby, style director at Robot Food. Robot Food has created a brand world and tone of voice to support the USP and inspire trust, with messaging that consists of hero statements like: “Ground-breaking science. It’s in our nature” and “Powerful natural components. Down to a science.” From product packaging right through to the brand name communication strategy, scientific hints, including annotation lines and botanical illustrations, create a structure that reinforces the power of nature when combined with a clinical method. “We’ve developed and released our own brands at Robotic Food, so we had the ability to recognize the more comprehensive opportunity within the market,” states Forster. “Many CBD brand names focus their approach on the percentage of CBD oil, or line up to a particular lifestyle. With Healist, we positioned the customer initially, developing benefit-led services provided in a brand architecture that bridges science and wellbeing.” Michael Bryce, co-founder and international chief marketing officer, Healist, states: “Working with Robotic Food helped us clarify and fully realise our unique market position. As an agency, the team at Robot Food always has front of mind business practicality along with strong, interesting design. The brand technique can bend and grow as we do too.” Part of an ongoing relationship with Present Life, Robot Food will continue to support Healist with digital material development, and serve as brand guardians. Introduced online in March, Healist prepares to get into traditional merchants in the United States, followed by the European market dependent on the changes to CBD policies.