Happy Fruit

Happy Fruit went from a startup to a fast-growing California hero in just two years. With a standout name and focus on quality ingredients, their product was flying off the shelves. To keep ahead of the ever-increasing competition and claim their stake of the $10 billion dollar market, they needed to get clear on who they wanted to reach and what they wanted to say.

Cannabis has become increasingly mainstream with around 1 in 6 adults in the US seeing gummies as part of their life week to week. This appeal was expanding across demographics with women over 40 especially, interested in seeing the benefits of low dose THC in their daily life alongside other supplements they were already taking. The brand had to feel welcoming and inclusive to this ever widening audience.

To really embrace this, Happy Fruit would need to switch out the old school stoner stereotypes for something more everyday, and speak more to an alternative wellness audience rather than cannabis subcultures. In fact, buying them should feel as normal as a trip to the grocery store. We gave them a look and feel that felt easy, delicious and stress free. So weed really could make life a little bit sweeter.