Wellness startup Present Life launches Healist Advanced Naturals, a clinically supported CBD range, with a cut-through brand name technique that weds science and nature by Robotic Food. Considering that limitations on using cannabidiol (the non-intoxicating element of marijuana) were lifted in Europe and North America, the CBD health sector has blown up. Analysts are now predicting that the worldwide market will exceed ₤72 billion by 2026– and sales of CBD-based items in the retail sector will be a significant motorist of that development. As an outcome, the marketplace is becoming progressively congested and confused, with an expansion of balms, oils, and casts in varying percentage strengths, assuring to fix any number of health issues. Present Life wished to create a line of product that benefited from this sector development, but in such a way that alters the story around CBD products, gets rid of confusion, shows integrity, and makes the health benefits crystal clear to the consumer. Robot Food was approached to drill down and define the opportunity, and then devise a tactical reaction to position Healist as a benefit-focused flagship brand name with multichannel selling in mind. The resulting work has allowed Healist to cut through all the white noise. Customers are reassured of the top quality nature of the products, and are able to browse the range easily to find the ideal version for their requirements. “A shift in guidelines and consumer frame of mind have fuelled a sharp development in the CBD category, so we required to create a brand name with special cut-through. It was essential to remove the normal barriers associated with CBD products, build trust and make it mainstream,” says Simon Forster, executive imaginative director and creator of Robotic Food. A key part of the method was to demonstrate the benefits to be found where modern science and botanical know-how fulfill, and show how that marriage can help customers gain back balance and ‘reclaim their 100%’. To that end, the combination message appears at every touchpoint on the consumer journey. The bespoke packaging format makes a genuine virtue of the science and nature story and concentrates on the efficiency of the active ingredients. A lab-white ‘science’ sleeve with a diecut ‘H’ is gotten rid of to reveal the ‘nature’ layer, including botanical illustrations that display active ingredients, with four colourways so consumers can quickly distinguish the four main benefits (calm, sleep, wellness, relief). “The ‘H’ marque captures Healist’s spirit. One pillar represents science, the other nature, while a central dot joins the two and is symbolic of stability,” states Steph Oglesby, design director at Robotic Food. Robotic Food has developed a brand world and intonation to support the USP and inspire trust, with messaging that consists of hero statements like: “Ground-breaking science. It’s in our nature” and “Potent natural components. Down to a science.” From packaging right through to the brand name interaction method, clinical cues, including annotation lines and botanical illustrations, produce a structure that strengthens the power of nature when combined with a clinical technique. “We have actually created and introduced our own brand names at Robotic Food, so we were able to determine the wider opportunity within the marketplace,” states Forster. “The majority of CBD brand names focus their method on the portion of CBD oil, or line up to a specific way of life. With Healist, we positioned the consumer initially, creating benefit-led services provided in a brand name architecture that bridges science and wellness.” Michael Bryce, co-founder and international chief marketing officer, Healist, says: “Working with Robotic Food assisted us clarify and totally understand our distinct market position. As a firm, the team at Robot Food constantly has front of mind industrial viability as well as strong, engaging style. The brand name strategy can flex and grow as we do too.” Part of a continuous relationship with Present Life, Robotic Food will continue to support Healist with digital material development, and serve as brand name guardians. Released online in March, Healist plans to break into mainstream retailers in the US, followed by the European market dependent on the changes to CBD guidelines.