1 Aug 2023
YummyColour repositioned the German CBD Vaay brand (part of Sanity Group) as a hyper-modern, relying on relevant connections and tapping into the current culture to create a brand – and a community – that customers not only wanted to be associated with but felt deeply connected to. By analyzing the current market and new consumer behavior, we refocused the brand towards intentional consumption, education, and the relationship between product, benefit, and desired experience.
This pivotal shift set Vaay on a new mission: To generate a radical cultural shift by fostering creative expression. This opened up opportunities to create community among customers by presenting spaces to connect, learn, and grow.