The evolution of our packaging + identity with Some Days
Hemp Cannabidiol, often referred to as CBD, is commonly used for medicinal purposes, even though it's creeping into the recreational world. Unlike cannabis though, CBD is not a psychoactive substance and is available in all 50 states without a prescription or medical card.
"I was unfamiliar with CBD when I started VYBES, but I became a firm believer of CBD through the design process," states Steve Reinmuth, designer at Some Days. VYBES is an all-natural beverage made with CBD, and they claim that, when taken on a regular basis, it promotes a clear mind and a sense of calm.
"Stress is something I've struggled with since I was a kid,” adds Reinmuth, “and I haven't found anything that has worked as well as CBD has for me."
You can find CBD in a variety of forms, from oral applicators and vapes to skin products and beverages. Founder of VYBES, Jonathan Eppers chose to stick with the latter and worked hard with Reinmuth to capture the essence of LA.
The pale pink featured on the logo was a cue pulled from the city’s skyline and was a color Reinmuth wanted to use from the start. Typography was less inspired by traditional LA cues, and more the utilitarian typography of Ed Ruscha. “We also wanted to capture a mood, but still fit in your daily life,” adds Reinmuth.
Reinmuth kicked off the design process by creating multiple routes for the project. It wasn't until he sat down with Eppers and he narrowed down the direction, that the approach for packaging made itself very apparent.
"We played with the subtleties of packaging and label material until we got something we really liked," says Reinmuth. "We spoke with multiple vendors, and even as the product has been on the market, small tweaks to the packaging have been made."
Currently, the transparent glass bottle features a black metal cap with a dusty pink label. On the front of the label, in a very clean text is the name of the flavor, the company, “mind + body function” and the dosage of milligrams of hemp CBD. On the back, they even added some educational tidbits from the founder to help settle the nerves of anyone unsure of trying a CBD beverage.
“We didn’t intentionally choose to go with a minimalistic design, rather it was born from a reaction to everything else found in the health beverage aisle," begins Reinmuth. "We did intentionally keep the type sizes fairly consistent to add its reductive and medicinal qualities."
"Reinmuth and his team at Open Studios started with a small batch of VYBES, and as the batch sizes grew, they slowly improved the labels and packaging with each run to ensure the best possible product hit the shelves each time."
This post originally appeared on the website TheDieLine, which featured our long term partnership with Some Day's Steve Reinmuth, who has been the creative force behind our identity & aesthetic.