BRAND AUDIT
SWOT ANALYSIS

We worked on a brand audit that spanned 3 months, living with the brand and understanding where the gaps and opportunities were. We learned early on that there was scope to streamline the product portfolio and incorporate a ranging approach that would be easier for the consumer – loyal or new – to understand. Additionally, we needed to have a more premium solution than was currently in place, and – given our core proposition – were keen to abide by accessibility creditions. 

As part of this, SWOTs were conducted, and with the biggest threat being the CBD industry, we had to be creative and smart with our marketing strategies. There was opportunity to grow the B2B arm of the business, ensuring we were present in bricks & mortar to reach the correct demographic easier. There was also scope to implement a more robust e-commerce strategy. This included growing our social media reach for increased brand awareness, a stronger email marketing plan that incorporated better audience segmentation, allowing for passive income through appropriate automated flows, and an updated website with strong SEO. 

LOGO LOCKUP
AUDIENCE & PERSONA PROFILES

We update the Provacan logo for a cleaner, more timeless approach. Keeping the core brand font of Montserrat, we mitigate any font stretching and bring it back to basics. The new ‘tick’ leans on a calligraphy-brush pen-style for a more human approach that still looks professional. We also shorten the length of the upward flick for a more squared-off lockup.

We also did a robust piece of work around our current audience: where they shop, what they buy, how they like to shop, what behavioural patterns do they adopt, what resonates with them etc. This was important in finding opportunites to reach – and convert – new customers as well as finding ways to keep our loyal customers. 

BRAND CONCEPT 
BRAND GUIDELINES
TONE OF VOICE GUIDELINES
PARTNERSHIP GUIDELINES
EMAIL MARKETING GUIDELINES

We looked at creating a set of brand guidelines that was robust, personal to us, and with care at the core of our updated brand proposition. In this, we not only have our visual identity – lockups, typography and usage, colour palette – we also delve into our brand DNA, personality, values, brand and product attributes, audience overview, as well as tone of voice and legal constraints we need to be mindful of within our use of marketing language. 

ART DIRECTION
PHOTOGRAPHY
CONTENT CREATION

History reminds us that any period of depression (darkness) is followed by a renaissance era (light). This relationship between light and dark portrays our customer’s daily struggles and their endeavour to find their happiness – or light.

We play with shadows to create the correct mood state for any given discussion, whether it’s about sleep, physical relief, or cognitive enhancements. We look at a human-first approach to the art direction, leaning ona “real” imagery style. Often single-flash, sometimes with motion, but essentially candid, this art direction represents the “real people” trend that came out from the Covid years. People are seeking more of a connection after years of isolation [TikTok Trends Report 2023]. We aim to appeal to our demographic by using real-world possibilities showcasing everyday situations. We sparingly pepper in imagery with green accents or tones to link back to the core brand colours.

PACKAGING DESIGN & ARTWORKING
PRINT PRODUCTION
SUPPLIER LIASON
COMPLIANT ARTWORK

As part of the brand refresh, we streamlined the portfolio of products and introduced a ranging system. This made it easier to differentiate between products that were essentially very similar, and allowed the customer to buy into potential ancillary products e.g. other products within the same range. 

In addition to the colour palette and ranging strategy, we also designed and artworked all packaging, introducing a labelling system that was consistent and considered throughout. We were responsible for liaising with production, as well as ensuring we were legally compliant on all fronts. 

MARKETING COLLATERAL
BUSINESS STATIONERY
GROWTH INITIATIVES
WEBSITE DESIGN & BUILD

A big part of our care proposition offering – and a constant within the CBD industry – is the importance of education. The marketplace is cluttered with confusing language, and misinformation about what CBD is and can do. We felt like we owed it to our consumers to provide the correct information in an easy-to-understand way.

Given the nature of how our demographic shopped – and our currently digital-first presence – we were keen to provide a voice that our consumer could speak directly with should they have any questions. We hired a naturpathic health consultant as our customer service representative, and introduced a series of incentives that would help our customer through their CBD journey:

• An updated loyalty program, making it easier to understand how to collect points and how best to use them;
  
• Wellbeing consultations with our in-house naturpathic health expert as a way for our customer to get personalised health care through an accredited professional;
  
• A short wellbeing quiz that paired the customer with their ideal product;
  
• Better pricing, which paved the way for a more appealing subscription scheme;
  
• Information-rich content, including a CBD diary, dosing guides, CBD how-to’s and more general health tips

CAMPAIGN CREATIVE
OOH
SAMPLING COLLABORATION
PAID MEDIA

As part of Provacan’s brand refresh launch, we focused on a Sleep campaign. With consistent messaging across all our digital touchpoints – and as a way to become the sleep experts within the CBD space – we collaborated with Mindful Chef for a sampling partnership, as well as created campaign creative for out-of-home advertisements. 

SOCIAL MEDIA STRATEGY
COPYWRITING
INFLUENCER STRATEGY & OUTREACH
PAID SOCIAL

When we had acquired Provacan, the social media accounts were there but dormant – and had been for over a year. We put together a robust social media strategy that focused on the right platforms to reach our audience. Our primary platforms are Instagram and Facebook, with a B2B angle on LinkedIn. Given the resource-heavy requirement to create and curate content across multiple social accounts, we were keen for a targeted approach vs a heavy churn approach.

Here is where we also work on boosting relevant posts and further paid social for more new eyes on the brand. Calendar events like International Women’s Day give us the opportunity for a targeted campaign across all touchpoints. e.g. We focused on women’s health throughout the month of the IWD campaign, writing SEO content articles around CBD’s impact on the female form, posting pull quotes and impactful statistics, sending content-rich emails, and updating our website banners for a holistic approach to the campaign. 

EMAIL MARKETING

As email marketing was Provacan’s biggest revenue driver, we wanted to make the most of the engaged database, whilst also trying to build it further. We were keen to keep our promise to the consumer with our new care proposition so we incorporated more content-rich emails into our monthly plans. Certain calendar days provided us with the opportunity to curate campaigns that incentivised certain audiences within the database. But our main goal was to move away from the offer-heavy led approach our customer had become so used to seeing from Provacan. 

We reviewed the existing audience, and ran a series of A/B testing to allow for better audience segmentation. As a result of some of the initiatives we introduced – and what we learned from our audience’s behaviour – we created more automated flows (Welcome Flow, Abandoned Cart, Wellbeing Quiz, Paid Media etc.) and were more targetted with them.