The Brand Identity

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Rebecca Zhou, Annie Kreighbaum and Rob Junge craft a botanical identity for Treaty’s CBD formulas

Inspired by the Hudson Valley landscape in New York, Treaty’s CBD formulas are “developed according to nature’s prescription”. CBD helps to minimise everyday stress and anxiety, relieve pain and inflammation, alert the mind, and energise the body. Each of Treaty’s products, which are available in a variety of hemp extract doses from 10mg to 25mg, are made using carefully-grown natural ingredients and regenerative farming techniques that maximise carbon capture, nurture biodiversity and restore ecosystems.

Treaty’s identity, packaging, messaging and strategy are the result of a close collaboration between New York-based designers Rebecca ZhouAnnie Kreighbaum and Rob Junge. Their design system borrows elements from the traditional medicine world to portray a straightforward, informative approach, with the star of the show being a series of contextual plant specimens from commissioned illustrator Charlotte Delarue. “We were aiming for scientifically accurate renderings as a connection to nature”, Junge reveals, before adding that the “realistic and educational feel” of vintage botanical drawings drew them towards Delarue’s work. Each individual illustration represents the collection of ingredients found within each of Treaty’s formulas – “it was like creating a bouquet or floral arrangement for each box”, Junge adds.

Typographically, the identity thrives from a delicate, contrasting balance between traditional serif and contemporary sans. The generously-spaced logotype is set in 1994 Caslon revival Big Caslon, while the remainder of typography appears in the Light weight of Grilli Type’s highly-regarded grotesque GT America. The latter is “versatile and simple”, Junge explains, “we wanted a typeface that would not overpower the beautiful illustration and photographic content it would accompany”. Through a thoughtful blend of typography and image, the trio of ZhouKreighbaum and Junge has masterfully crafted an identity for Treaty that feels true to its traditional medical and botanical references without pastiche or predictability.

Typefaces: Big Caslon by Matthew CarterGT America by Grilli Type
Illustration: Charlotte Delarue
Photography: Daniel Dorsa

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