hempful farms CBD tincture on yellow background

About the project

A Meaningful CBD Buying Experience From the Comfort of Your Home

Hempful Farms is a leading CBD company based in Arizona that specializes in producing high-quality, organic, and non-GMO CBD products.

The company offers a wide range of CBD products, including tinctures, capsules, topicals, edibles, and more. Along with Hempful Farms, they also own the sub brand Paw Puddy, which is a CBD product line for the advancement of health for animals.

Project Scope
I originally partnered with owners Chris and Andy to update the products as well as generate more organic traffic to their website with an SEO optimized redesign. The website redesign also featured UX optimization to provide a more meaningful online shopping experience.

My Role

Brand Identity

UX Design

Ecommerce Development

Product Catalog

Label Design

SEO

Social Marketing

Email Marketing

Source

View Live Site

3D render of new product packaging design for hempful farms CBD tinctures based on strength

Visual Identity

Inspiration
Hempful Farms provids a unique and fresh take on CBD buying. The goal wasn't to bottle a generic CBD product, but to build a brand from seed to bottle and all the moments in between.

For the brand's overall aesthetic, the intention was to create a slightly rugged look, as the earth itself is not smooth or uniform, but rather irregular, bumpy, bold, and beautiful.

Brand Design
The color palette was inspired by the natural hues that can be seen at sunrise on a farm, capturing the symbolism of the sun bringing life and providing the essential nutrients needed for the plants to thrive - just as the CBD products provide what the user needs to thrive.

Customer feedback also indicated a need for bold and blocky colors to easily identify the different strengths of the products, allowing customers to quickly and easily identify the desired product on a shelf.

#1C1C1C

#3DAE2B

#FFDA00

#F6AE00

#EE3F19

Logo with Leaf Pattern

Packaging Redesign

The current packaging was holding them back. Customers frequently would ask, "what CBD strength is this?" or ask about the details of the product. It quickly became clear that the new packaging must be easily recognizable both in person and online as well as indicate clear directions and provide the benefits. This was achieved by using color codes on all the new packaging. The lowest strength products were labeled with green, medium strength with yellow, strong strength with orange, and extreme strength with red.

Along with the main Hempful Farms brand, there was also a separate brand created for pets called Paw Puddy. The same techniques were applied to the Paw Puddy brand to link the brands together and make them feel connected while also different.

Packaging Examples

CBD fruity flavors gummies - magazine design

Paw Puddy CBD small dog treats packaging design by hempful farms

Paw Puddy CBD medium dog treats packaging design by hempful farms

Paw Puddy CBD large dog treats packaging design by hempful farms

The Catalog

In addition to the new packaging, a reseller catalog was created for stores that might be interesting in purchasing either Hempful Farms or Paw Puddy products. The catalog was designed to magazine style, informative, and easy to place an order through.

hempful farm cover page to catalog design

hempful farm catalog page of the CBD rub

hempful farms catalog showing the table of contents

example from hempful farms catalog showing the benefits of the product

example from the hempful farms catalog of white label ordering

example from the hempul farms catalog on wholesale pricing

The Website

The majority of sales for Hempful Farms were driven by their website, making it a top priority to design a website with optimal user experience. The focus was not only on increasing conversions, but also ensuring a seamless and effortless buying experience for consumers. To boost sales further, a popup was incorporated into the checkout process that alerted customers how close they were to obtaining free shipping. This tactic creates a sense of urgency and can encourage customers to increase their order size. Additionally, efforts were made to increase the lifetime customer value by incorporating cross-selling opportunities during the checkout process.

The Results

The Hempful Farms website has outpreformed expectations increasing conversion rates by 300%, adding an increase to the average lifetime value by $48 , and a 140% increase to the overall order frequency.