Cajole & Jole

Overview

My client, specializing in cocktail bitters, identified an opportunity to venture into the CBD market and broaden their market presence. During customer interviews, we received valuable feedback suggesting an enhancement of the recipe with organic ingredients. Consequently, the relaunch involved introducing a new and improved bitter recipe alongside a new CBD product line. The branding for this venture posed a unique challenge as it not only falls under the Consumer Packaged Goods (CPG) category but also marks an entry into the highly creative CBD product landscape. The new brand needed to evoke strong emotions and captivate the audience.

Role: Lead the team through the renaming and repositioning process. Made sure that the final packaging designs were compliant with CBD labeling.

Scope of Work: Rename, brand positioning, strategy, identity, guidelines packaging 

Process Highlights:

  • Challenge: Advertising CBD products is notoriously difficult. To promote our regular bitter line, we needed a naming strategy that would distinguish the two product lines for Meta while maintaining a unified image for our customers.
    Solution: We creatively addressed this challenge by renaming the lines to ‘Cajole’ (CBD) and ‘Jole’ (regular), subtly altering the spelling to strike a balance between differentiation and connection.

  • Challenge: The majority of bitter products on the market appealed primarily to bartenders and home hosts, positioning bitters as a creative tool for cocktail enthusiasts. Given this natural emotional resonance, we sought a fresh approach.
    Solution: During a brand workshop, an opportunity emerged to infuse the branding with a strong ‘Lover’ personality, which not only supported our naming strategy but also provided a distinctive angle for our brand.

Competition

Renaming

Cajole

Cajole: To persuade (someone) to do something by sustained coaxing or flattery.

It was used to reference the feeling when you drink a cocktail with CBD. Mixed with alcohol, the effects are relaxing, feeling at ease without the high of CBD.

Jole

Jole is without CBD. Apart of a marketing strategy, we kept a line of bitters without CBD so that they could continue with paid social media ads. When sending emails to promote Jole customers to Cajole, we wanted the branding to look almost identical.

Creative Brief

Wordmark

Sketches

Font pairing

Packaging

Billboard ad concept

Icons, marks, symbols