Sagely Naturals

THE CLIENT:

Sagely Naturals is a CBD-focused wellness brand that creates CBD products to support wellbeing. Their products include CBD-based capsules, creams, oils, and sprays formulated to deliver targeted results.

MY ROLE:

I was hired as part of an agency design team tasked with shaping customer experience through content during a rebrand, website redesign, and launch of four new product collections. I was responsible for content and strategy across the site, including defining brand offering and difference, naming the collections and creating supporting content to highlight their value and use, create core brand phases and taglines, and leading content strategy to ensure a cohesive customer experience. In addition, I wrote educational content that served as a brand-defining resource for customers and included elements identified as brand differentiators, such as ingredient sourcing, formulations, and brand values.

MY CONTRIBUTION:

The client wanted to shape a customer experience that was inviting, personable, and clear while also working within a very stringent set of linguistic limitations required to adhere to FDA-approved claims language around cosmeceuticals and CBD products. What’s more, the brand wanted to position itself as the staple CBD brand for everyone’s medicine cabinet, thus we needed content that spoke and built trust with a broad and varied customer base, and more specifically a customer that was outside of markets where CBD was already a commonplace ingredient. Since CBD is still met with apprehension in newer markets, I needed to create content that educated without implying or reinforcing inaccurate stigmas and also normalized the use of CBD. All this while establishing a clear and recognizable brand voice, tone, and message.

Given the FDA claims limitations, my challenge was to find a way to clearly communicate the impact that each product and collection would have so that our customers could easily identify the product that would best help them without “claiming” results. With that in mind, I decided to focus the brand message on helping people do more of what they love (or need) rather than the specific product effects. So, the product that was best for helping people fall asleep was positioned as “Live Well Rested.” This also allowed me to narrow my messaging within each collection, making assumptions about the persona that was most drawn to each product line, thus being able to write more specifically to my customer when speaking within product categories.

After establishing the creative direction, I dove into collection narratives, product naming, and creating supporting content to communicate the value of each product and category. All while maintaining consistency between product types, even if moving between different product categories.

Next, I worked with my design team to identify create a user experience that met the client’s goals of educating and normalizing. This included educational elements and value statements strategically placed throughout the homepage and site flow, as well as dedicated education pages (CBD 101) in the main navigation.

RESULTS:

Our work was well received by the client and immediately implemented on the final website design. It also established the content structure for future educational content, collection naming, and brand narratives. After the rebrand and launch of the new collections, Sagely realized their goal of transitioning from a niche, specialty-store product to a widely distributed household name. You can now find their products in mainstream grocery stores, pharmacies, and beauty shops nationwide.