The “FOUR LTTR WORD” brand identity and packaging design for VAAY.
It's tough to advertise in Germany's emerging cannabis products market; concrete promises about efficacy are forbidden. This constraint drove our strategy behind the new brand VAAY, for which we developed a four-letter-word system that poetically conveys the effect of each CBD product, entirely legally.
Be it for the sport gel, the vape pen, the different mouth sprays or bath accessories, each VAAY-branded product got an identity of its own, based on four-letter-word poems that lyrically and playfully dramatize their effects.
The code created also forms the basis for all further communication measures of the VAAY product range.