Half Day CBD

Half Day is a black-owned, family owned business that manufactures and delivers premium CBD products—including edibles, tinctures, topicals and flower. After humble beginnings, the company wanted to invest in its brand—elevating its visual and packaging system to reflect the premium nature of the product. I helped guide rebranding done by our design agency, Matchbox Studios. From there, I leveraged the new brand and packaging system for ongoing marketing efforts. 

Objective

Elevate the Half Day brand to boost perception and awareness.

Strategic insight

For those looking to catch a buzz, CBD is often a disappointment. But mostly, those curious about CBD take it not for what they’ll feel—but what they won’t feel (stress, pain, insomnia, etc.) Half Day is an anecdote for that “not quite normal” feeling, and we wanted the brand to represent that lightness, peace and happiness (with design that would appeal to the aesthetic of urban millennials and suburbanites).

Tactics

• Rebranding
• Website
• Email & marketing automation
• Paid digital media & affiliate marketing
• Events
• PR and print/digital media partnerships
• Social & influencer marketing