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INDUSTRY
CBD, Combustible, Wellness
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OUR ROLE
Consultancy, Design & Development
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Go Easy
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Scaling up by doubling down on a CPG wildcard
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The Challenge
When Dallas-based Go Easy founder Molly approached Alcove Studio about her expanding gummies line, she was ready to go big or go home; her colorful edibles were a cult favorite, beloved for their delicious fruity flavors, easy dosing, and availability to deliver to anyone’s front door.
She was looking for a designer to help take her top 3 skus into production at a brand new XL pack size that could satiate her top buying customers and compete on dispensary shelves.
The only problem? Although squarely positioned in the federally legal cannabis space, Molly had substantial, real risk to tolerate; legislation (and payment processing support!) can turn on a dime.
An ambitious serial entrepreneur intent on growing her brand across multiple coordinated paths, Molly knew that now was the moment to capitalize on these edibles she had so lovingly developed, and she needed to act swiftly.
She had to scale this product line via DTC and to her B2B wholesale customers, like…yesterday, and in a manner that helped reduce exposure to potential losses.
Molly wanted a partner who could help produce a food-grade, shelf-stable container affordably while retaining a premium feel, at a much larger size than any of her previous products. She needed packaging that would sparkle with “Go Easy Girlie” energy amongst a sea of shiny tech-bro-black canisters and sleek white-Goop-y jars, while staying compact on dispensary shelves. She wanted to push the design to read a touch more maturely while retaining overall brand identity. And she wanted an upgraded product page on her own Shopify website to increase attention and conversion with her own audience.
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Our Approach
Alcove Studio was excited for the opportunity to help sell more women-owned edibles on national retailers’ shelves, and to create an integrated e-commerce experience for Molly’s own customers.
Molly came to us with a VMPET standing pouch in a uniformly opaque iridescent finish preselected as the base stock. She hoped to use a sticker label for the design, so we focused on the material choice and formatting, testing an unusual effect: applying an additional holographic layer to the font and back of pack in the form of die-cut, CMYK-printed premium vinyl sticker stock.
Once we settled on this holograph-on-holograph look, Alcove Studio built a mini-brand around the product line, selecting a new feature typeface, color palette and formatting. We leveraged Go Easy’s existing illustration assets to remain in keeping with their brand world, and highlighted important product features like THC content, flavors, and the new 30-piece pack quantity.
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The Results
With lower minimum quantities than a full pouch print would have required, our design enabled Molly to continue producing her gummies on demand, quickly.
As Molly got the new packs in production, we turned our attention to the Go Easy website and gave her edibles product’s listings an overhaul. We parsed her existing copy and reformatted it into an engaging, accessible information structure that worked across 5 current and two prelaunch skus’ pages.
Not only are her listings more readable, they also now feature video elements, infographic product images, a dozen custom illustrations, and even some new product photography we shot in-house. Customers can see at a glance how the product listing they’re currently viewing compares to others in the lineup—making it easy to choose the right dosage and highlighting the brands incredible flavor formulations.
The Process
