CBDirective | Identity, Branding & Marketing

Portfolio project

Brian Bibi

CBDirective | Identity, Branding & Marketing

Brian Bibi

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CBDirective was an herbal food supplement start-up (2017-2022) selling a variety of organic CBD products in the European region, based in Amsterdam, NL. They believed that “good personal health starts with right lifestyle choices & premium consumables.” CBDirective offered a diverse range of top quality products with organic ingredients that optimised health in multiple ways. It eventually merged with Dispensr and was sold off to a US tech company.

Client: CBDirective

Location: Amsterdam, NL

Disciplines: Brand Strategy, Naming, Visual Identity, Branding, Creative Direction, Product & Web Design, Marketing Campaigns, Product Research & Wholesale Sourcing, Print Production, Webmaster, Web Design & Maintenance, Content Creation, Operations & Employee Management, almost everything really.

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The Logo

The ‘Leaf’ Symbol is the essence at the core of the Brand. A simplified 3-petal leaf, symbolising : C / B / D fills the space. Fully in bloom, enclosed in a ‘package’, delivered to consumers. In this case, a circle.

The Logotype emphasises the CBD in the title, while the tagline provides the Brand Promise. Each element combines its unique essence to give the brand its look & feel : The next generation health suppliers.

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Product Naming

Adding systematic naming from the company name, starting with the ‘CB’ and changing the last capital letter to the product name, hints to the main ingredient, while focusing on its unique properties, ie : Dry Herb, Tea, etc... giving the products a unique market placement.

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Product Level Design

Each product needed its own look & feel that expressed its essence. CBTea used only organic ingredients & blends for the finest relaxing experience. A colour-coding system and imagery that related its flavour experience was used. CBMocha used premium coffee beans from Ethiopia so the branding visualised the

cultural flavour. CBVeta had a mainly female demographic so the premium look & feel was emphasised. Detailed ingredient labelling was used to comply with regional product product design standards.

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Product Promotion

Now that we've got great products, we’ve got to pull out the bullhorn & let everyone know. We attended regional trade shows, hosted local events, ran online ads, social media profiles & posted regular content on a weekly basis focused on the fun & education of CBD. A full media strategy was developed that included : Social Post Planning, Messaging Strategy (themes, hashtag ownership, etc…) and more.

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