Anthology
A finely curated selection of hemp infused products.
Fall of 2018
The Farm Bill was about to get passed, which meant that hemp products containing less than 0.3% THC would be able to be sold nationwide, and not in a dispensary. It was a lucrative opportunity, because there was a big interest in these types products, with not a lot known about them (yet), and they were only available by shady retailers or non-inviting dispensaries.
A big opportunity.
So to jump on it, this project had to hit the shelves in less than 2 months to beat ‘the crowd’. It also had to set the bar high enough that it stood out from the competition, which had millions of investment $$$ to work with.
The Products
Kept it simple with a couple of topical salves & oil tinctures.
The Pop Up
Opened Oct 5 with a launch party 🎉🥂
I designed the wellness shop/experience to serve sort of as a living billboard.
Since traditional advertising was out of the question, and people were either eager to try CBD or were super skeptical, it was a friendly place to stop by and test out the product in person. While also shop in a non-intimidating space.
And word of mouth can sometimes be the best.
Project Insight:
Anthology Wellness was born end of August, and launched on Oct. 5th - to coincide with the passing of the Bill, and the opening of a pop-up retail location in Philadelphia’s Northern Liberties on a First Friday, which generates a ton of foot traffic in the area (aka a launch party for people to try the product and generate buzz). Anthology would carry its namesake product, along with a more elevated line or products: Adaptation
Press
Since this was the first and best CBD shop in Philadelphia, it became the go-to for expertise. It was often featured for anything/everything relating to that topic, without actually having to pay media sources to get featured.
Social
I created a TON of social content for Anthology + Adaptation. I love taking photos. And creating video content.
See below, or check out Adaptation to see how the creative evolved over time.
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e-commerce
The original website, which later had to be rebuilt because of payment processing curveballs, since CBD happens to be a highly regulated product. I built this through Shopify, and later rebuilt through it via Wordpress integrated with WooCommerce. I learned a lot in this process. Launching an online store? I’m your gal. 👋
Collabs
The NYT also had just written an article about its therapeutic benefits and CBD interest was picking up. Art in the Age (a gallery/event/bar shop in Philly) were hosting all kinds of little mixology workshops and Anthology/Adaptation had a super cool new product about to drop - The Nano, which is a water soluble fast acting CBD. As in, it pairs fantastically with beverages, and cocktails.
So their head mixologist came up with some ideas- featuring The Nano.
AITA hosted CBD mocktail workshop, which was so popular it sold immediately, so much so they turned it into a series.
Mocktails created by AITA’s head mixologist with Adaptation: The Nano. He turned out to take great pictures too.
Email Marketing
And events >