ZBD
HEALTH
ZBD entered the functional food space with a first-of-its-kind product: a clinically tested, full-spectrum CBD-infused nutrition bar. The challenge? Introduce a brand-new category to mainstream grocery without falling into tired wellness tropes or niche supplement aesthetics. We partnered with the ZBD founding team to design a bold, credible brand system that could educate, stand out, and earn trust—all in one bite.
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Strategy
Naming
Visual Identity
Package Design
Regulatory Support
ZBD
HEALTH
ZBD Health was built around a groundbreaking proposition: a nutrition bar that combined the benefits of organic whole foods with the therapeutic potential of full-spectrum CBD. Backed by science and designed for daily use, ZBD’s product was the first CBD food product to launch in traditional grocery and CPG retail channels in the U.S.
The bar was innovative. The audience was broad. And the regulations were complicated. We needed to position the brand clearly in the nutrition space—without alienating new customers who might be unfamiliar with or wary of CBD. ZBD had to walk a fine line: health-forward but not clinical, benefit-driven but not overpromising, bold but approachable.
APPROACH
We worked directly with the founders to define a positioning strategy that framed ZBD not as a supplement but as a smart, everyday food choice. From there, we developed a visual identity and packaging system emphasizing natural performance and scientific integrity.
The logomark is designed to feel structured and modern, with geometry that hints at wellness without leaning into cliché. The color palette moves away from stereotypical greens and neutrals, instead favoring unexpected, flavor-forward tones that signal both trust and taste. Each flavor variant was given a distinct expression within a larger visual language, helping shoppers understand the offering at a glance.
We also developed an information architecture for packaging that helped demystify CBD content and dosing. Every panel of the wrapper was intentional—balancing regulatory language with plain-spoken copy that emphasized benefits and use cases. We knew education would be essential to conversion, so the tone needed to be smart, measured, and FDA-compliant—without ever sounding evasive.
RESULTS
The brand launched into grocery retail with immediate visual differentiation. ZBD’s packaging was one of the first CBD-forward products that looked at home in a health-conscious snack aisle. It avoided the pitfalls of both cannabis culture branding and overly clinical supplement design—finding its own space with confidence and clarity.
Internally, the design system provided a scalable framework as the brand explored new formats and retail partners. The packaging became the foundation of a wider brand presence that included point-of-sale, in-store displays, and early digital storytelling. By building trust at shelf level and delivering clarity in a crowded, often confusing space, ZBD helped shift the perception of what CBD in food could look—and feel—like.
