Happyfruit

Happyfruit went from a startup to a fast-growing California stalwart 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. Our research showed that women over 60 especially were seeing the benefits of gummies in their daily life and needed a brand that didn’t leave them feeling left out or intimidated.

To really embrace this opportunity Happy Fruit would need to switch out the old school stoner stereotypes for something more everyday, and speak more to alternative wellness than cannabis subcultures.

Good quality gummies bring heaps of benefits and shouldn’t be stigmatised. In fact, buying them should feel as normal as a trip to the grocery store: an everyday convenience. We gave them a look and feel that felt easy, and stress free. So weed really could make life a little bit sweeter.