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TryTheCBD

CLIENT

TryTheCBD

ROLE

Brand & Product Designer

TIMELINE

2019 – 2021

FOCUS

Brand identity refresh · Web design · Email marketing · Packaging design

IMPACT

I helped Try The CBD unify its identity, redesign its website, and strengthen digital marketing, resulting in a 26% higher conversion rate and 35% more email engagement.

Try The CBD

Context & Challenge

When I joined Try The CBD, a Colorado-based wellness brand focused on premium hemp-derived products, the main goal was to bring structure and consistency to a rapidly growing product line. The brand offered high-quality oils, vapes, edibles, and pet tinctures – but its visual identity and communication were fragmented.

Packaging styles varied across product lines, the website didn’t clearly convey the brand’s credibility, and marketing materials lacked a unified voice. In a market where trust is everything, these inconsistencies made it harder for customers to recognise the value of the products.

I worked with the team to refresh the visual identity, redesign the website experience, and align marketing materials to tell one clear, trustworthy brand story – from packaging to email campaigns.

Research & Insights

Trust builds loyalty

CBD customers make decisions based on proof and transparency. They look for lab results, verified sourcing, and consistent design – visual cues that signal safety and quality at a glance.

Too much choice, not enough clarity

The large product catalog created confusion. Users struggled to compare oils, edibles, and vapes, often leaving before finding what suited their needs. A simpler visual hierarchy and category structure became essential.

Early communication drives retention

Email and onboarding touchpoints showed high potential.
A friendly welcome flow, product education, and clear follow-ups helped turn first-time buyers into long-term customers.

My Responsibilities

Try The CBD

Creating visual consistency across 40+ products

Brand Audit & Packaging Refresh

I reviewed all packaging and labels, identifying inconsistencies in typography, colour, and hierarchy. I introduced a refreshed design system with vibrant accents on a dark base, giving the products a modern, premium look while maintaining brand recognition.

Improving trust and clarity through UX

Website Redesign

I collaborated with developers and writers to rebuild the website’s structure and user flow. We added clearer navigation, verified lab results, and transparent sourcing sections – helping customers make confident, informed choices.
Try The CBD

Building relationships through thoughtful communication

Email Marketing & Customer Retention

I designed a complete email system – from welcome flows to promotional templates – that matched the new brand identity. This helped create a more cohesive user journey and boosted engagement with educational content and product offers.

Aligning campaigns with the new brand direction

Marketing & Launch Materials

I designed hero visuals, social banners, product brochures, and digital ads to support ongoing campaigns and launches. Each asset reflected the refreshed identity and helped position Try The CBD as a trustworthy, modern wellness brand.

Outcome & Impact

+26% higher conversion rate

After the website redesign and UX restructuring, clearer product categorisation and stronger trust signals (lab results, testimonials, COAs) led to an estimated 26% increase in conversions within the first three months.

+35% email engagement

The refreshed email campaigns – with clear hierarchy, better storytelling, and consistent visual style – improved open and click-through rates by 35% and generated more repeat purchases from returning customers.

Unified identity across 40+ SKUs

All product lines, from oils and capsules to pet tinctures and vapes, adopted a cohesive label system and photography style. This made the brand instantly recognisable across digital channels, retail packaging, and partnerships.

Learnings & Reflection

Working with Try The CBD reinforced for me how important trust, clarity and storytelling are in a sensitive category like wellness.
Design wasn’t just about aesthetics – it was about how visuals and experience can build confidence, reduce friction and guide users toward a meaningful decision.
If I revisited this project now, I would focus further on personalisation in email flows and UX enhancements that bring product categories alive based on user intents (e.g., wellness vs. pet vs. recovery).

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