Brand relaunch

Little Rick, the London-based direct-to-consumer CBD drinks brand, has unveiled a new brand identity and relaunch campaign. The work was developed in partnership with creative agency NOW.

Little Rick’s founders came to NOW to help redefine and reinvent its brand, and to create a more premium, adult identity more befitting of its highly-rated product range, which contains more CBD than any of its competitors and is made with a natural full-spectrum CBD oil rather than a lab-made CBD powder which many other brands use.

With the UK CBD product market expected to reach a value of £1 billion by 2025, NOW and Little Rick needed to develop a new positioning and identity which would give the brand real standout in an already-saturated space.

Recognising that most CBD drinks brands have positioned themselves as health or wellness products, shying away from promoting their true product benefits, NOW and Little Rick chose to buck the trend and instead focus on the drink’s relaxing and stress-relieving properties.

Following a period of discovery and consumer research, NOW developed a new brand identity and campaign which dare to tell the truth about CBD: it takes the edge off so we can be ourselves.

NOW has created a new brand that feels far more premium and adult than its predecessor, with design influences including the work of artist Keith Haring and the imagery of surf culture.

As well as developing the new brand identity and packaging design, NOW has also developed an out-of-home and social media campaign to support the brand relaunch.

A series of out-of-home executions feature bold, capitalised statements in Little Rick’s brand colours, contrasting with a black background, including “DRINK A RICK AND ROLL WITH IT”, “CALM DOWN”, “CHILL OUT” and “ENJOY CHILLED”. The dryly humorous accompanying body copy reveals how Little Rick can help you relax and be yourself. One ad, running in multiple sites in London’s Shoreditch, features the line “SHOREDITCH IS FULL OF LITTLE RICKS”, with an image of a can of Little Rick strategically placed for comic effect.