VAAY Branding / Packaging 

The “FOUR LTTR WORD” branding and packaging design for VAAY



It's tough to advertise in Germany's emerging cannabis products market; concrete promises about efficacy are forbidden. This constraint drove our strategy behind the new brand VAAY, for which we developed a 4-letter-word system that poetically conveys the effect of each CBD product–entirely legally.

Be it for the sport gel, the vape pen, the different mouth sprays or bath accessories, each VAAY-branded product got an identity of its own, based on four-letter-word poems that lyrically and playfully dramatize their effects.

This system also formed the basis for all further VAAY communications relating to the product range, across all online and offline channels.