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Feals Breaks Away From The CBD Pack

by Rudy Sanchez on 05/05/2020 | 3 Minute Read

CBD brands abound, especially after the US legalized hemp-derived cannabinoids, and you'd have to be firmly settled beneath a rock to not see it virtually everywhere and applied across multiple categories, from sparkling waters and gummies to feminine hygiene products and even potato chips.

To be competitive, a new CBD brand faces a host of myriad challenges, not the least of which is attracting their target consumer and standing out among so many other brands.

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Feals produces CBD tinctures using premium, full-spectrum organic CBD sourced from American farmers and organic coconut MCT oil for increased bioavailability. Best of all, it comes housed in upscale packaging, a necessity when faced with a crowded marketplace.

Feals enlisted the help of Venice-based design agency Herman Scheer to develop the brand strategy, positioning, name, visual identity, product, packaging, and web design. Seeing a gap in the market, they helped steer Feals towards taking advantage of what appeared to be an opportunity in the CBD space.

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"We wanted Feals to be the antithesis of what people have long associated cannabis to look like—headshops, Bob Marley posters, etcetera," says John Scheer, Chief Creative Officer for Herman Scheer. "CBD has proven to be really effective for a wide set of uses, and we wanted to ensure people could see cannabis in a new, premium way that felt fresh, trustworthy, and familiar."

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They also ignored a lot of the design cues so much of the CBD space relies upon, those of supplements or dietary fads. The packaging, from the mailer boxes to the bottle, is elegantly understated and friendly. The typography lends the brand approachability, while the color palette’s soft grays and oranges convey a soothing effect that speaks to CBD’s purported calming properties, rendering a veritable super-chill orange creamsicle.

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"We wanted to create a product that customers would be proud to carry with them and or leave out on their counters, evoke a sense of quality, and truly stand out from the sea of competitors," John said. "The 15-mL bottle is custom spray-coated with a matte finish in the Feals sunset-orange, and the wordmark is then screen printed onto the bottle. We were insistent on having a white cap to compliment the white logo mark."

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The range of products from Feals includes three different strengths as well as a flight pack containing a sample vial of each, the latter of which turned out to be an unexpected hit, as well as a low-pressure way for consumers to give the brand a try.

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Ultimately, Feals stands out among other CBD tinctures with a visual look that’s premium, warm, and approachable. The CBD brand avoids marijuana tropes and elevates the cannabinoid’s status towards the mainstream, making it easier for the canna-curious to try out CBD, free from stoner stigmas and supplement hell.