We designed a visual identity and packaging for a CBD oil product line, a new player in a new category at the time. To emphasize the product name and spark interest among consumers, we took a functional approach to design. Grotesque sans serif typography provides maximum readability, which is distinctive and helps shoppers quickly determine the level of active CBD in product variations. The color palette gives the packaging a positive character that symbolizes the product’s promise: to improve the consumers’ condition. The functional role of the colors is to serve as identifying code for different product variations.