Making CBD Mainstream

CBD-infused products are now legally everywhere, but it’s still a ticklish category for many mainstream consumers. Who wants to be the first person to whip out a clearly CBD-infused beverage in a public place?

Design agency The Clerkenwell Brothers undertook the task of normalizing Common water, a CBD-infused drink. The designers said it was key to infuse the brand with a premium but discreet sensibility. They avoided common marijuana references and focused instead on the claimed calming benefits of the product. The deep blue bottle serves as a restful backdrop to the combined MM wordmark, the design of which replicates what looks like a steady heart-rate meter reading.


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