Essential CBD Brand Update

A handful of weeks ago we were approached by Essential CBD with the task of updating their brand. Essential CBD is a successful Michigan based company that has been growing at a tremendous rate and is constantly looking to improve and expand. They decided one of the next steps to take was to give the look of their brand a fresh update. 

Original packaging

Original packaging

Essential already had a strong look that out-shined competitors and provided customers with a professional, trustworthy looking option. We wanted to ensure not to lose this, or to stray too far from the original identity. If we were to do this we could damage the brand recognition and trust that Essential has already gained.

The next step was to identity any issues the current packaging had and how we could fix them. Most notably the box had it's type vertical, which looks great but is difficult to read, and the product is not easily recognized as CBD from a distance.

The client also wanted to add more information such as non-gmo tags and things of that nature. With more content, clear cut objectives, and a plan for how to achieve these objections, we set out to redesign the Essential CBD branding.

Updated packaging

Updated packaging

After many hours of work, meeting with the client, reflections on decisions and discussing how to improve, plus a handful of revisions, we arrived at our final design. CBD is displayed boldly across the front of all the packaging and all type is horizontal. We made sure to include the swoosh element and to use similar colors and imagery in order to preserve the original look. In the end the brand update is more effective on a shelf and also has a more medical, clean feeling.

Today, our shipment of 14,000 labels for Essential arrived and we are thrilled with how they turned out! Now we are just waiting for the boxes to arrive. Once we have those in hand we will deliver them to the client and the new branding will begin to hit the shelves. Keep an eye out for it! You can also order their products online at


Please contact us if you have a design, media or marketing project that you would like to work with us on!

Feature in Current Magazine

We're pleased to have recently been featured in Current Magazine — Ann Arbor's source for all the best in arts, food, business and music in Washtenaw County! Ann Arbor is our home and we are honored to be recognized within our community.

"Ann Arbor-area creative agency Studio 32 lends techniques honed in the marketing, film and photography spaces to the cannabis industry. The group, consisting of Franz Vorenkamp, Harold Montgomery and Dennis Scherdt, has recently been working with Treecity Health Collective on creative assets across the board to forge a distinct visual brand identity. Studio 32’s prowess is readily apparent not only in Treecity’s social media material, but also in the look and feel of the dispensary and its products."

Check out the entire article below!