Sonoma Specific is the first CBD skincare line created for the mass market. Since most products in the category remain at a premium price point, there was white space to bring the benefits of cannabis-derived CBD to a wider audience.

Working with the best packaging designers in town at Stout, I developed the verbal branding, striking a tone that touches the wider wellness conversation and keeps it light with some playful nods to psychedelic culture. We wanted to have fun with the idea that while CBD may sound trippy to the uninitiated, it’s actually an accessible and appealing new territory for the beauty and self care market.

The formulation? I’m going with 9:1 good vibes to goofball, for an overall sense of wellbeing.