We buy things that we hope to become. It’s sometimes subconscious and always inevitable. Vaay is a CBD gel that wishes to inspire its consumers to allow their creative expressions to come to life, proven, in fact, by its packaging, designed by YummyClolours. A sense of romantic escapism and undeniable creativity is showcased through the brand’s packaging and branding systems. And while the bubbly logo is enough on its own, the playful colors and marbled patterns elevate the brand to a space of imaginative liberation.
YummyColours repositioned CBD brand Vaay (part of Sanity Group) as a hyper-modern, relying on relevant connections and tapping into the current culture to create a brand – and a community – that customers not only wanted to be associated with but felt deeply connected to. By analyzing the current market and new consumer behavior, we refocused the brand towards intentional consumption, education, and the relationship between product, benefit, and desired experience. This pivotal shift set Vaay on a new mission: To generate a radical cultural shift by fostering creative expression.
