Craft 1861 had ambitions to establish itself as a premiere health and wellness brand across a global marketplace. Figure helped by originating a multi-channel branding effort in an emerging and unstable category across a complex web of complex legal compliance.
Craft 1861 had ambitions to establish itself as a premiere health and wellness brand across a global marketplace. Figure helped by originating a multi-channel branding effort in an emerging and unstable category across a complex web of complex legal compliance.
Creative
Tying together a robust product line, an e-commerce platform and website, a public offering, global sports partnerships, and a complex web of legal compliance, Figure helped Craft 1861 launch a brand rooted in authenticity, transparency, and scientific fact.
The story begins with the founder’s personal experiences and the physical/emotional injuries he suffered as a professional athlete. It continues through his exploration and development of wellness protocols for pain, sleep, and stress resulting in the creation of all-natural cannabidiol (CBD) and non CBD products. Now the story is being introduced to consumers by uniting this power of nature with the passion of professional motorsports, sailing, soccer and more to achieve a trustworthy status.
Figure originated a multi-year branding effort building a bold identity system including brand standards, messaging, graphic and product design, social media, video, and print collateral to support e-commerce, external/internal PR and comms, investor relations, and global sporting partnerships.
Services Provided
– Executive Brand Creation and Management
– Campaign Origination
– Branding and Identity Workshops
– Project Management
– Product Design
– Creative Direction
– Copywriting
– Graphic Design
– Video
Creative
Tying together a robust product line, an e-commerce platform and website, a public offering, global sports partnerships, and a complex web of legal compliance, Figure helped Craft 1861 launch a brand rooted in authenticity, transparency, and scientific fact.
The story begins with the founder’s personal experiences and the physical/emotional injuries he suffered as a professional athlete. It continues through his exploration and development of wellness protocols for pain, sleep, and stress resulting in the creation of all-natural cannabidiol (CBD) and non CBD products. Now the story is being introduced to consumers by uniting this power of nature with the passion of professional motorsports, sailing, soccer and more to achieve a trustworthy status.
Figure originated a multi-year branding effort building a bold identity system including brand standards, messaging, graphic and product design, social media, video, and print collateral to support e-commerce, external/internal PR and comms, investor relations, and global sporting partnerships.
Services Provided
– Executive Brand Creation and Management
– Campaign Origination
– Branding and Identity Workshops
– Project Management
– Product Design
– Creative Direction
– Copywriting
– Graphic Design
– Video
Messaging
Who We Are
Craft 1861 is a human sustainability company dedicated to the research, education, and innovation of health and wellness for all. By uniting the power of nature with the passion of sports and entertainment, our mission is to invigorate personal well-being and inspire sustainable change around the world.
Our Mission
Our mission is to unite the power of nature with the passion of sports and entertainment to invigorate personal well-being and inspire sustainable change around the world.
What We Do
Craft 1861 improves human performance and longevity by addressing the areas of pain, stress, sleep, and recovery with the world’s top professional sports, universities, and corporations. Our health and wellness protocols are supported by clinical research, collaboration with medical professionals and practitioners, and our BSCG-certified safe for sport, all-natural products.
Tag Line
Craft Your World
Our Story
We began just like you. We were the up-and-comers, the go-getters, and the do-it-yourselfers. But as we pushed ourselves to the limits of success, the physical and mental sacrifices we made to get there took their toll. Injuries idled us. Pain defined us. We wanted a natural alternative. So, we made a pact to get better together, to restore our wellness with the unifying power of nature. Using clinical research, education, and innovation, we now bring that amazing power to you.
One Line Description
Craft 1861 is a human sustainability company dedicated to the research, education, and innovation of health and wellness for all.
Identity
Given the broad spectrum of stakeholders, we designed an easy to adopt identity system that was simple and inclusive. We refreshed a legacy logo the company began with, condensing the logo form into an amendable angular shape that drew from its Serra Nevada beginnings and the aspirations of reaching the pinnacle of health and wellness. The colorway conveys a clean feel comprised of classic contrasting black and white with a luxurious gold accent. Finally, the brand required a universal typographic identity, easy availability, and web use flexibility across global partnerships. Montserrat is a strong futuristic typeface that represents the stability and innovation of the brand complimented by the body copy font Nunito Sans. Both met these needs along with great legibility and multiple language support.
Product
The branding was to be deployed across three categories, each containing multiple products. Design and messaging had to undergo multiple legal reviews and revisions to remain compliant through a changing regulatory landscape. The design took an elevated yet simple approach.
Recovery
Soothe sore muscles and joints and ease the discomfort of minor skin irritations and swelling with the restorative power of Craft 1861’s essential oils, botanicals, and Beta-Caryophyllene plus CBD.
Ingestibles
Craft 1861’s oral sprays offer a powerful combination of natural flavors and Beta-Caryophyllene (BCP) plus hemp-derived CBD for a fast, flavorful way to activate your wellness daily.
Skincare
Craft 1861 skincare provides all the benefits of hemp-derived CBD plus the additional benefits found in Beta-Caryophyllene (BCP) and non-shark-derived Squalane Oil which carries and delivers CBD properties to skin receptors. Together, these ingredients can help achieve a healthier complexion that appears vibrant, toned, and more robust.
Deployment
Branding deployment was a multi-platform task. It began with setting company-wide brand standards, collateral, and providing employee education on the new direction and culture of the brand. Next we built B2B sales collateral such as lookbooks, marketing toolkits, and consumer education collateral for retail and online sales. Then we redesigned the customer experience on a legacy e-commerce site, simplifying the messaging, creating new product and use categories providing quick-to-purchase routes through a variety of product pages, and added collateral to support the company’s CRM outreach. We then built content standards and provided executive creative leadership for a series of global sports partnerships including, F1, MotoGP, Formula E, SailGP, and Ocean Race.
Brand Standards
Lookbooks
Website/E-Comm
Social Media
Global Sports Partners
