Health start-up Present Life launches Healist Advanced Naturals, a clinically supported CBD variety, with a cut-through brand strategy that marries science and nature by Robot Food. Because restrictions on using cannabidiol (the non-intoxicating element of marijuana) were lifted in Europe and The United States And Canada, the CBD wellness sector has taken off. Experts are now anticipating that the worldwide market will go beyond ₤72 billion by 2026– and sales of CBD-based products in the retail sector will be a major driver of that development. As an outcome, the market is becoming progressively crowded and baffled, with a proliferation of balms, oils, and tinctures in varying portion strengths, assuring to remedy any variety of health concerns. Present Life wanted to produce a product line that benefited from this sector growth, but in a way that changes the story around CBD products, gets rid of confusion, demonstrates integrity, and makes the health advantages crystal clear to the consumer. Robotic Food was approached to drill down and define the opportunity, and then develop a strategic response to place Healist as a benefit-focused flagship brand with multichannel selling in mind. The resulting work has actually allowed Healist to cut through all the white sound. Customers are assured of the high-quality nature of the items, and have the ability to browse the range easily to discover the right variant for their requirements. “A shift in guidelines and consumer frame of mind have fuelled a sharp development in the CBD classification, so we needed to create a brand with distinct cut-through. It was necessary to get rid of the typical barriers associated with CBD items, develop trust and make it traditional,” says Simon Forster, executive imaginative director and founder of Robotic Food. An essential part of the strategy was to demonstrate the advantages to be found where contemporary science and botanical knowledge satisfy, and show how that marriage can help consumers gain back balance and ‘reclaim their 100%’. To that end, the fusion message is evident at every touchpoint on the consumer journey. The bespoke packaging format makes a genuine virtue of the science and nature story and focuses on the effectiveness of the ingredients. A lab-white ‘science’ sleeve with a diecut ‘H’ is eliminated to reveal the ‘nature’ layer, including botanical illustrations that display active components, with four colourways so consumers can quickly differentiate the four main benefits (calm, sleep, well-being, relief). “The ‘H’ marque records Healist’s spirit. One pillar represents science, the other nature, while a main dot signs up with the 2 and is symbolic of stability,” states Steph Oglesby, style director at Robotic Food. Robotic Food has created a brand name world and tone of voice to support the USP and influence trust, with messaging that consists of hero statements like: “Ground-breaking science. It remains in our nature” and “Potent natural components. Down to a science.” From product packaging right through to the brand interaction method, clinical cues, including annotation lines and botanical illustrations, create a structure that reinforces the power of nature when mixed with a scientific approach. “We’ve developed and launched our own brand names at Robotic Food, so we had the ability to determine the more comprehensive opportunity within the market,” states Forster. “A lot of CBD brands focus their approach on the percentage of CBD oil, or line up to a particular lifestyle. With Healist, we put the consumer initially, creating benefit-led options provided in a brand name architecture that bridges science and wellness.” Michael Bryce, co-founder and global chief marketing officer, Healist, says: “Working with Robot Food helped us clarify and fully realise our special market position. As an agency, the group at Robot Food constantly has front of mind commercial practicality in addition to strong, engaging design. The brand name method can flex and grow as we do too.” Part of an ongoing relationship with Present Life, Robot Food will continue to support Healist with digital material production, and function as brand name guardians. Launched online in March, Healist prepares to burglarize traditional sellers in the US, followed by the European market depending on the changes to CBD policies.