Our opportunity was to infiltrate this emerging space, creating a unique, premium and natural lifestyle brand – to challenge existing stigma and perceptions of CBD and cannabis products – with these first-of-a-kind CBD oils designed for the UK personal care market to promote a daily solution to anxiety and busy, stressful lifestyles. The brand purpose led us to our big idea – ‘Amplify the silence’ – that can cater to many future and cultural needs and creatively direct the planned development of the brand’s portfolio.
The new name needed to perfectly capture this new positioning and purpose but feel special and original. OTO is the Japanese word for sound and relates to the understanding of the balance, space and harmony between the two states of sound and silence in which a unique experience and deeper meaning can be created. The visual identity – drawn to feel balanced and harmonious – has two halves with the focus fixed on the center of the brand that opens up to help you find your own space and express the product benefit. The simple and minimal white varnished box opens up to a bright hit of vibrant photography, celebrating the occasion and benefit of the oil – Amplify features an intense and powerful spectrum and Balance employs a calming palette.