Branding & UX/UI Design for Layback.

Project Overview

Layback goods is a CBD brand for people that love wellness and sustainability. I was hired to create their branding package, mobile store and help identify strategies to make the brand stand out.

The Kickoff

Starting the process by meeting with stakeholders to better understand their ideas and business goals. Together we filled out a brand questionnaire, identified target audience, explored value props, brainstormed taglines, talked about potential content and marketing strategies. Take a look at some of Layback's final branding guide pages.

Key Takeaways & Insights

Motivation to use CBD:

Users want to be healthier, care about their future, struggle with anxiety, stress, difficulty to sleep, need relaxation, better recovery and wellness. They do not want to take medication that can cause side effects. They like the natural route and care about cleaner ingredients.

What is important to keep:

Clean ingredient transparency, vegan ingredients, strong relaxation & sleep aid effects.

Sustainability:

Most CBD brands are using plastic or glass, users do not appreciate that and would consider changing their current product if given the opportunity to make a more sustainable choice. This is a huge market gap! The only other competitor we observed going after this was 1906 and they are an indirect competitor since their product contains THC.

Packaging:

Users find the glass packaging "easy to break" and worry about tinctures leaking when taken on the go. Packaging size is another concern, users wish these were more compact and travel-friendly. During competitive audits we observed that packaging design was also not appealing to our target user. Opportunity: make it smaller, sturdy, eco-conscious and attention grabbing.

Taste & Freshness:

The majority of users choose gummies over tinctures but there was also negative feedback on gummies taste and freshness. They can harden overtime, it's also difficult to make it taste good while keeping only clean ingredients. Tinctures can also have a negative "after taste".

Pricing & Quantity:

During comp audits we discovered that most brands are selling 30+ units per container, there's opportunity for Layback reduce retail price by selling smaller batches. During research we also discovered that users want to try before they buy an expensive product.