Rosebud CBD Limited-edition Marshmallows Launch
Afters sharing a DIY recipe of how to whip up a batch of CBD-infused marshmallows at home on Instagram, and seeing the popularity of the post, our team at Rosebud CBD decided to develop a limited-edition batch of CBD-Infused Marshmallows for the 2020 holiday season. We sold the marshmallows in a kit alongside two packs of Golde Cacao Turmeric latte blend.
Packaging Art Direction
For this project I worked alongside freelance graphic designer Suzy King to help bring our label vision to life.
Before enlisting the help of Suzy, to jumpstart the process of determining the art direction of the labels, I mocked up a variety of designs to explore layout options, label style, and color combinations.
Label MockUps:
Our internal team landed on moving in the direction of a label that felt holiday-inspired, with a touch of vintage candy wrapper charm and a color combo of light pink and a rich emerald/teal green.
The Final Design:
Social Video Creative Direction
I stumbled upon Phillip Tang’s social videos through a targeted ad (genuinely, thank you Instagram!) and fell in love with his sensory-evoking, ASMR style videos that were not only beautiful to watch, but made your mouth water.
Knowing that Instagram was also favoring video content at the time, I enlisted Phillip to create a handful of videos in his signature style that captured the sounds and visuals of making yourself a cozy cup of cocoa and topping it with gooey marshmallows.
I created the video concepts, shot list and frame-by-frame directives, provided props and a style guide, and provided final editing notes.
Trust me, you’ll want to have to sound on for these.
Being a small but scrappy team at Rosebud, we’re always looking for ways to optimize our creative efforts. So I also had Phillip catch a few still images while filming that we could utilize on social.
Launch Campaign Photography Creative Direction
I hired and worked with freelance photographer Ysabella Langdon to capture imagery that I utilized in marketing emails, as well as on the website.
I created the shot list, gave style directives, and provided editing notes on the selected images.
Website Update:
Final Email Campaigns:
Marshmallows Launch Round Two: 2021
Due to the success of the 2020 limited-edition CBD-Infused Marshmallows, we decided to bring them back for the 2021 holiday season but made a few updates including:
Partnering with a new manufacturer that I researched and discovered - Nikki Darling Confections
Eliminating the “kit” aspect and selling just the marshmallows to increase our profit margin
Choosing new packaging that showed off the product better
Creating a label design that felt more evergreen and less holiday-centric
2021 Label MockUps:
