Case Study

“Wana has been the #1 infused gummy since 2010. In 2013 they expanded into the e-commerce hemp market with gummies and beverages.

Wana Brands, Colorado

Challenge.

Help Wana keep their hard-won trust and look fresh in a brand new hemp market. Consumers in non-recreational states did not know the company’s legacy, retailers move fast, and the recreational line felt medicinal. As they entered an entirely new beverage market for e-commerce, they had no consumer data to help guide the brand direction.

Outcome.

Originally conceived as an e-commerce exclusive, the Wana Beverages and Gummy lines quickly surpassed internal expectations thanks to breakout consumer response — particularly to the beverage’s packaging, which catalyzed a major strategic shift. The line’s bold, shelf-ready design not only won Wana its first-ever Pack Global Design Award, but also inspired the company to accelerate production timelines, expand into additional can sizes, and pivot from a DTC-only model to include national retail distribution. This marked the first time in Wana’s history that a product line moved from concept to major retailer shelves in under 12 months, opening new revenue streams and brand visibility.

  • 1. Brand & Insight Audit
    We begin internally — aligning on brand truths, market white space, and the emotional gaps no one else is filling. No assumptions, just clarity: What does Wana stand for now? What must evolve? What internal strengths can we translate into sensory, shelf-ready expression?

    2. Vision-Led Concepting
    Because the hemp-infused beverage space didn’t exist when we started, we didn’t chase data. We led with emotional intelligence — designing from a place of connection, possibility, and joy. Early packaging was sparked by visual research and collaboration with Elbeto Val. not trend decks.

    3. Refine with Distance
    We tested legibility from 6 feet out stress-tested mood impact, and obsessed over micro-adjustments. Every decision — from palette to type to finish — was made to evoke mood, spark interest, and earn trust on first glance.

    4. Stakeholder Sync & Regulatory Lock
    Once narrowed to 2–3 options, we aligned quickly across marketing, operations, and legal. Packaging copy and finish were finalized while cross-checking compliance for both hemp beverages and regulated cannabis-adjacent messaging.

    5. Final Polish → Production → Pivot
    Final files were delivered with press specs in hand — but the response changed everything. The design hit so hard that the company pivoted: scaling production, adding SKUs, and expanding to DTC + retail. This marked the first time Wana launched a new category into stores nationwide.

  • Gummies - 12 Products
    Beverages - 3 Mood/Flavors

  • Branding & Identity, Packaging, Mock-ups, GTM Strategy, Social Media Content Creation

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