CBD soft drink brand Goodrays has unveiled a company-wide rebrand as part of a strategy to “demystify CBD” and encourage consumer trial.
The brand refresh includes a new logo, website and overhaul of existing product packaging.
The new look-and-feel seeks to “elevate the adults soft drink category” and forms part of a “bold decision to break from established category conventions”, said the brand.
Updated iconography, a brand-new colour palette and new typography aims to “disrupt the visual norms and standards” of the functional soft drinks category, creating a “more premium consumer experience”.
The rebrand focuses on “demystify CBD for consumers, building trust, encouraging trial and supporting long-term category growth,” added Goodrays.
“Calmness is about so much more than switching off or zoning out. It empowers us to be the best version of ourselves,” said Richard Pilbeam, head of marketing at Goodrays. “With the rebrand, it wasn’t just a visual rebrand, we wanted to reposition calm as an enabler to break away from the ‘zoning out’ stigma often linked to it. We truly believe that calmness is a powerful thing. With the rebrand and our latest Series A funding, we plan to educate and enable our fans to discover The Power of Calm - aiming to help people to tune in to their surroundings.”
The rebranded products would roll out in the coming weeks and months, confirmed the brand.
It follows a recent £5m Series A funding, which includes investments from Guinness Ventures, both existing and new institutional investors and several celebrity backers.
No comments yet