Little Rick, the London-based direct-to-consumer CBD drinks brand, has unveiled a new brand identity and packaging design, developed in partnership with creative agency NOW.
The brief was to redefine and reinvent the brand, and create a more premium, adult identity more befitting of its highly-rated product range, which contains more CBD than any of its competitors and is made with a natural full-spectrum CBD oil rather than a lab-made CBD powder which many other brands use.
NOW has created a new brand identity that feels far more premium and adult than its predecessor, with design influences including the work of artist Keith Haring and the imagery of surf culture.
Marc Donaldson, head of design at NOW, said: “The process of creating full-spectrum CBD takes time and care, and we saw this human-based craft element as something we could also use to inform the look-and-feel.
“We wanted the product to feel grown-up, refined and bold. Something the consumer would be proud to have in their hand and felt like a statement. It also needed to be easily recognisable.”
Reflecting the way in which direct-to-consumer brands live online, the new can design was created with Instagram in mind, with all additional information moved to the back so that any images of the drink would be as impactful as possible on-grid.
NOW created a new badge to hold all key details about the product in one, neat device. Using the ‘L’ and ‘R’ from Little Rick’s name, they designed a new mark to represent the care and time it takes to create full spectrum CBD. A dot in the ‘R’ and lines placed around it represent the product’s benefits.
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