NotOnSunday creates an honest and playful identity for CBD brand Unspun

A lot of people are talking about CBD these days, but what exactly is it? Well, for the uninitiated, CBD stands for cannabidiol, which is a chemical compound found in the cannabis plant. However, unlike tetrahydrocannabinol (THC), the cannabinoid found in marijuana, CBD does not produce a psychoactive effect or a ‘high’ sensation.

Instead, it plays a beneficial role in regulating various physiological processes, including mood, appetite, sleep, immune response, and pain perception. For this reason, it is widely considered to have positive therapeutic properties by the medical profession.

Unspun is a Premium CBD brand based on products created by husband and wife team Joe and Gemma Wilde through their own experience using CBD while living in California. They found that CBD gave them a sense of calm and focus as they balanced the demands of work and family life.

Back in the UK, they were delighted to see CBD enter the mainstream but struggled to find a brand they could trust. This is where the Unspun brand was born.

A tightly curated range of broad-spectrum CBD products manufactured in the UK. Only the finest natural ingredients are used in their products, which only contain EU certified organic hemp plants that can be traced back to the hemp fields where they were grown.

The brief

London design agency NotOnSunday was tasked with bringing the name, visual identity and packaging to life. Mike Willows, co-founder and creative director, explains how the partnership came about. “Gemma and Joe saw some of our previous work featured online,” he recalls. “From the first conversations, we developed a good rapport with both of them, and they liked how NotOnSunday explained our process and approach for creating and building brands.”

Gemma and Joe wanted to demystify the world of CBD in a streamlined, honest and fun way, he explains. “When they approached us, they had already formulated a brand strategy through customer research and competitor reviews. Their core values ​​for Unspun were to be approachable, simple, positive and empowering, and the our job is to create a brand identity that reflects this.

“Their main goals for us when creating the brand were to give them a visual identity that would differentiate them from an ever-growing crowded marketplace, raise brand awareness and help them build trust, credibility and customer loyalty.”

Symbols, logos and typography

From talking to Gemma and Joe and agreeing the creative brief, Unspun came up with three different approaches which they presented. “One of these became the kernel of the ‘Unspun u’ idea,” says Mike. “From our first conversations, they wanted something that could be owned and unique, so we looked at how we could do that but also make sure it was relevant to the Unspun name.”

The logo was designed and created in different stages. “From the creation of the initial ‘u’ symbol, we began to explore fonts that could work well and look balanced next to the u. We found that we liked the characteristics and details of GT Flexa by the beautiful Grilli Type Foundry. Once we found the right font, we aligned and adjusted the work marque and u symbol to ensure it was well balanced and symmetrical when used together.”

Packaging Design

Gemma and Joe wanted their brand and packaging design to be approachable but not cheap. “We worked on the packaging design alongside the visual identity to ensure there was a good balance and relationship between the two,” says Mike. “We also explored colors throughout the creative phase and felt that the tones of the final brand and packaging were right for the tone of the overall visual identity.

“The two-tone colors on the packs allow us to pull the strengths and variants away from each other,” he added, “so people can see that the offerings differ in strength from non not only in the text but also in the colors.”

The Unspun team also wants to ensure that their products have the least impact on the environment. “Once the packaging was finished and confirmed, we brought in Nick Stacey from ctrl-p studio, who worked closely with ourselves, and Gemma and Joe, on the packs and finishes. We were advised on the best strategy and materials to use from a sustainability standpoint. The product packaging is designed to be compact, lightweight and easily recyclable, while the labels are biodegradable and printed using non-toxic inks and adhesives.”

With Gemma having a user experience background and Joe coming from a business strategy background, they already had a good understanding of how they wanted to test designs, Mike added. “Our initial creative was taken and presented to their trusted partners in the UK and US. The feedback and comments were collated and presented back to us, giving us a really clear direction of preferred elements and approach which we did and showed them.”

Summing up

“With Unspun being a startup brand and something very personal to the founders, we wanted to make sure the visual identity and packaging design was on point and met the needs of their target audience,” concludes Mike. “Working directly with the founders and knowing the challenges and risks they take when launching their own brand means there is always a personal responsibility to give them exactly what they need and want to succeed.”

“Working closely with Gemma and Joe throughout the process, we created a brand that felt unique and balanced in both honest and playful positions,” he added. “The ‘u’ Unspun brand was created as a play on the brand name and also means we have a proprietary asset that works well on its own and within the brand logotype.

“The result is a range of CBD products that can easily adapt and grow with the brand system we created for launch so that new product lines and other materials can be easily added in the future as the company grows and seeks to expand its offering.”

“Our experience with NotOnSunday has been fantastic,” says Gemma. “They listened to our needs and worked with us to help refine them. They laid out a clear structure for the project that was easy to follow, and they gave us time to make critical decisions on brand direction. .

“The result is excellent, and the customer feedback is very positive. The design is elegant, high and reliable: exactly what our customers want. From an operational point of view, it is easy to implement, and they gave us all the tools we need to keep the brand consistent across all our channels. We loved working with NotOnSunday and look forward to doing so again.”

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