How we think about health is shifting
In a world obsessed with doing more, people are finally learning that slowing down is a form of strength
South Africa
In a market still uncertain about the benefits and legitimacy of CBD, RethinkCBD needed more than a facelift. The goal was to relaunch the brand as a trusted, leading name in South Africa’s growing wellness space—removing stigma, increasing education, and helping people see CBD not as a trend, but as a tool for sustainable living.
Brief: Reposition RethinkCBD as a category leader in the South African wellness market by launching its rebrand with a clear goal: grow market share, boost awareness, and challenge the stigma around CBD. More than just a product push, we were tasked with shifting perceptions and sparking a conversation around sustainable health and self-care.
Insight: Post-pandemic, wellness priorities changed. People began to seek long-term balance, not just quick fixes. Mental health, emotional wellness, and preventative care became central. In a world that still glorifies hustle, pausing to care for yourself became a radical act—and a necessary one.
The Execution: We led with a message of honesty and hope: RethinkCBD won’t solve the world’s problems, but it can help you feel more ready to face them.
Visually, we focused on real, raw human expression—faces that told stories of both struggle and serenity. Copy revolved around the concept of “everyday bliss”—the quiet moments of clarity and calm that our products support.
We chose earthy tones with touches of tranquil turquoise to reflect a grounded, peaceful state—one that’s attainable every day with RethinkCBD..
