Repositioning an Iconic Wellness Brand for Its Next Chapter
Charlotte’s Web - Botanical Baddassery
The Opportunity
Charlotte’s Web didn’t need to start over—it needed to evolve.
As the original pioneer of CBD wellness, the brand had outgrown its own reputation. In an increasingly crowded and commoditized category, Charlotte’s Web faced a new challenge: how to reclaim leadership not just as first, but as best. The opportunity was to reposition the brand as a modern botanical wellness company—rooted in trust, backed by science, and built for real people and real life.
The task was delicate but urgent: reintroduce a legacy brand with renewed energy, edge, and cultural relevance—without losing the soul that started it all.
The Solution
Nature heals. Science proves it.
At the heart of the rebrand was a simple but powerful truth: Charlotte’s Web sits at the intersection of nature and science—and always has. Rather than chasing trend-driven wellness language, the brand needed clarity, confidence, and a point of view strong enough to cut through the noise.
We led a full brand transformation grounded in that belief—starting with strategy and extending across every consumer touchpoint. The work honored Charlotte’s Web’s origin story while sharpening its focus for the future: more confident, more visceral, and more human. From positioning and voice to visuals, merchandising, and performance creative, every decision was made to restore belief, elevate perception, and make the brand easier to understand, trust, and choose.
The Rollout
The rebrand reached across the entire ecosystem—digital to physical, brand to performance, product to packaging.
Brand Strategy & Guidelines
Defined a bold new direction grounded in two foundational truths: nature heals, and science proves it. Developed positioning, personality, and messaging that preserved legacy while unlocking modern relevance.
Tone of Voice
Rewrote how the brand speaks—moving away from wellness clichés toward language that felt confident, culturally attuned, and emotionally honest.
Creative Direction & Photography
Led multi-day, multi-product lifestyle shoots with a refreshed visual system—featuring real people, real rituals, and real transformation.
Copywriting Across the Ecosystem
Brought the new voice to life across website, packaging, campaigns, PDPs, and product storytelling—turning benefits into belief.
Shopify Migration Oversight
Guided content and creative strategy through a platform migration, ensuring UX, storytelling, and merchandising aligned to new brand standards.
Merchandising & Taxonomy Strategy
Reorganized the product catalog around customer need states—making it easier to shop by benefit, form, and routine.
Influence & Visibility
Helped lead the Sleep Campaign featuring the need state of “sleep” as a whole rather than product specific to help emotionally tie in the complicated relationship with sleep.
Flagship Campaigns & Product Launches
Brightside Launch — “Zero to Vibe in Five”
Repositioned the low-dose THC line with mood-forward messaging and a fast-onset value proposition.CBG Focus Gummies — “Focus You Can Feel”
Defined the GTM strategy and value prop for a cognitive-support hero, translating nuanced science into accessible storytelling.Botanical OTC Topicals — “Get Back What Pain Took Away”
Led brand and creative strategy for FDA-compliant ointment and stick—balancing clinical proof with brand personality.Sleep Category Campaign — “Make Peace with Sleep”
A category-level campaign that romanticized the complicated relationship people have with sleep—moving beyond ingredients and promises to emotional truth. The platform reframed sleep as something to be understood, repaired, and respected, not “fixed.” The campaign became a major PR moment, anchored by a branded Sleep Hotline, supported by a multi-touch email series, social storytelling, and influencer activations.Holiday & Black Friday — “Share the Moment”
Developed seasonal creative aligned to the new brand while driving urgency, conversion, and expanded gifting occasions resulting in the strongest holiday performance periods in company history.
The Results
Full brand transformation across digital, physical, and product touchpoints
Improved engagement and clarity across campaigns and PDPs
Conversion lift following Shopify migration and taxonomy reset
Successful launches of new lines: Mushroom Gummies, Brightside, CBG & CBN Gummies, Botanical OTC Topicals
Record-setting revenue days during key holiday promotional windows
Sleep Campaign renewed cultural relevance for the brand’s sleep portfolio and a measurable spike in sales across multiple sleep SKUs; not just one product.
National press coverage across Mann About Town, People, TIME, Forbes, and more—driving modern brand reappraisal
The highest net revenue driving Black Friday and November we’ve had in the companies history.
Shout out to Common Good, Great Escape Media, and Joe Friend Photo for helping bring this all to life!