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Elliott MoodyOH+CO's identity for Aire positions the CBD oil producer as a premium lifestyle brand
Aire is a UK-based CBD oil and wellness brand that currently offers three hemp-derived cannabidiol products at 5%, 10% and 15% strength. CBD oil is made by extracting CBD from the cannabis plant, then diluting it with a carrier oil from coconuts or hemp seeds. It’s gaining momentum in the health and wellness world, with scientific studies confirming it can ease symptoms of ailments like chronic pain and anxiety.
OH+CO, a branding agency with studios in Leeds and London, developed an identity for Aire that firmly positions them as a premium lifestyle brand. The name Aire was inspired by the companies conception in Aire Street Workshops and also subtly aligns with how the product taste and make you feel. The spacious sans serif wordmark and typographic treatments convey a feeling of ease and simplicity whilst retaining a premium aesthetic.
The Aire bottles are constructed from frosted amber glass and finished with a white screen print, doing away with the cliché label wrapped bottles that exist in the CBD industry. To house the bottles, OH+CO designed a series of pastel boxes, using a 100% recyclable stock and custom embossing pattern.
The premium aesthetic of the brand is captured by an art-directed photo shoot, in which models utilise natural body movements, with post-production being kept to a minimum to ensure an organic feel. Product photography was inspired by finding calm in harsh surroundings, using bricks to showcase the simplicity of the brand alongside a brutalist environment.
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