Pure Shenandoah Premium Hemp was born from humble beginnings in the Blue Ridge Mountains of Virginia. Started by 3 local valley brothers, the business began by growing hemp plants and selling seed to partnering farmers. As they built their network of farmers and increased crop development, they naturally expanded into the CBD business. The brothers’ mission is to produce the highest-quality organic CBD products. However, within the increasingly crowded CBD market space, the brothers needed to differentiate their products and brand from competitors — especially at the retail level with consumer-facing packaging.
At the beginning of the creative process, we saw an opportunity to connect two key differentiators to the overall brand narrative. The first being the brothers’ mission of producing premium quality CBD products. The second was their deep pride in farming and dedication to continue the Shenandoah Valley’s rich agricultural legacy. The first creative decision was to change the brand name from Shenandoah Valley Hemp to Pure Shenandoah; the new name was more representative of the product quality and spoke to unspoiled splendor of the land from which the hemp is grown.
The new brand name combined with the premium product quality helped drive the design approach for the packaging. We wanted to incorporate the visual vernacular of traditional farming with a twist. On the box, the brand logo is held within a distressed circular seal, reminiscent of the warm sun rising above the etched-style illustration of rolling farmland. Distressed textural accents further echo rustic farm life. The vibrant color palette paired with bright white is a fresh contrast that complements and elevates the family of products — and helps Pure Shenandoah stand out on the shelf from its competition. Overall, the packaging design communicates that the brand is rooted in the authenticity of its origins. It now instills consumer trust and confidence in a burgeoning and crowded product space.
The Pure Shenandoah team was thrilled with the redesign and new product packaging. Pure Shenandoah was relaunched with a new ecommerce website and the CBD oil is being initially rolled out in local Virginia stores. The packaging has also received high praise at the retail level — when compared to competitors, retailers see that Pure Shenandoah’s products immediately stand out and reflect its premium quality that is locally farmed with pride. With these significant brand and packaging improvements, Pure Shenandoah has planted the seeds to a bright future.