Creative Director: Niall Kelly
Designer: Isabelle Donnelly
Strategy Director: Jason Last
Senior Strategist: Fanny Rabinovitch-Kuzmicki
Managing Director: Tamara Staines
Project Manager: Tristan Heighington
Illustrator: Veronica Park
Project Type: Produced
Client: Sweet Reason
Product Launch Location: United States
Packaging Contents: CBD-infused sparkling water
Packaging Substrate / Materials: Glass bottle, plastic label, aluminum cap
Printing Process: Flexography
In the summer of 2019 Sweet Reason approached us with the challenge of evolving the brand we had helped them create from scratch a few years earlier. The CBD beverage market had become incredibly saturated in a short period of time, and while the brand had been enjoying early success as one of the leaders in its category there was a feeling that more could be done proactively to broaden its appeal and increase shelf presence. Sweet Reason 2.0 became an exercise in keeping what was cherished about the brand while finding new ways to amplify itself. The result is a bolder bottle with increased diamond presence, a clearer information hierarchy supported by larger fields of richer complementary colours and a bigger focus on the brand’s surreal botanical illustration style.
In the CBD beverage world, you don’t see many clear glass bottles. This is because it is incredibly hard to make a CBD infused beverage without the liquid become cloudy. Many other brands cover this us with sugary juices and other colouring agents. We chose a clear glass bottle to celebrate the clarity of the Sweet Reason’s liquid and highlight the purity of its contents.