VAAY
VAAY entered the CBD market at a time when demand was growing quickly, but the brand had been built for speed rather than longevity. The visual identity felt dated, product-focused, and inconsistent across touchpoints. There was no clear brand story, no unifying creative system, and little that communicated the quality or credibility of the products themselves.
The challenge was to create a brand people could trust—and one that could stand apart in an increasingly crowded category.
Through market research and audience analysis, we identified an opportunity to move beyond the typical wellness and cannabis tropes dominating the industry. Instead of focusing solely on products and ingredients, we repositioned VAAY around creativity, curiosity, and personal experience, creating a more distinct and ownable point of view.
I led the development of the brand from the ground up. This included the creative strategy, brand storytelling, visual identity, logo and wordmark, packaging system, website concepts, graphic language, patterns, editorial art direction, and supporting marketing assets. Every element was designed to work together as part of a cohesive system rather than a collection of disconnected touchpoints.
The resulting identity elevated the perception of the brand, creating a more modern and credible experience across product, packaging, digital, and marketing channels. The system was also designed to scale alongside the company's medical THC brand, AVAAY, providing a foundation for future growth as the German cannabis market evolved.
Featured on Visuelle and The Dieline
Client Sanity Group
Agency YummyColours
Creative Direction Diego Marini, Connie Lui
Art Direction Teresa Wozniak
Design Teresa Wozniak, Mia Le, Linh Hà
PM Jen Holsman
Strategy Michelle Schäfer
SME Kassia Graham
Research Alexis Convento
Motion Graphics Rocketpanda
Video Mindtropia