NotOnSunday creates honest and playful identity for CBD brand Unspun

Many people are talking about CBD right now, but what exactly is it? Well, for those unaware, CBD stands for cannabidiol, which is a chemical compound found in the cannabis plant. However, unlike tetrahydrocannabinol (THC), the cannabinoid found in marijuana, CBD does not produce a psychoactive effect or ‘high’ sensation.

Instead, it plays a useful role in regulating a variety of physiological processes, including mood, appetite, sleep, immune response, and pain sensation. For this reason, it is widely considered by the medical profession to have positive therapeutic properties.

Unspun is a premium CBD brand based on products created by husband and wife team Joe and Gemma Wild through their experience using CBD while living in California. He found that CBD gave him a sense of calm and focus as he balanced the demands of work and family life.

Back in the UK, they were happy to see CBD enter the mainstream but struggled to find a brand they could trust. This is where the Unspun brand was born.

A wide range of broad-spectrum CBD products are made in the UK. Only the best natural ingredients are used in their products, featuring only organically grown EU-certified hemp plants that can be traced back to the hemp farms they are grown in.


London design agency NotOnSunday was tasked with bringing the name, visual identity and packaging to life. Co-founder and creative director Mike Willow explains how the partnership came to be. “Gemma and Joe found some of our previous work that had been displayed online,” he recalls. “From the initial conversations, we built a good relationship with both of them, and they liked how NotOnSunday explained our process and approach to building and growing the brand.”

He explains that Gemma and Joe wanted to highlight the world of CBD in a streamlined, honest and fun way. “When they approached us, they had already drafted a brand strategy through customer research and competitor reviews. Their core values ​​for Unspun were to be approachable, simple, positive and empowering, and our work was to create a brand Had to create an identity that reflected this.

“The main goal for us when building the brand was to give them a visual identity that would differentiate them from an increasingly crowded marketplace, increase brand awareness and help them build trust, credibility and customer loyalty.”

Symbols, Logos and Typography

From speaking with Gemma and Jo and agreeing the creative brief, Unspun came up with three very different approaches to their presentation. “One of these became the core of the ‘Unspun You’ idea,” says Mike. “From our initial conversations, they wanted something that was ownable and distinctive, so we looked at how we could create that but also make sure it had some relevance to the Unspun name.”

The logo was designed and created in various stages. “From creating the initial ‘U’ symbol, we began looking for fonts that would work well and look balanced with the U. We found that we liked the features and details of GT Flexa by the beautiful Grilly Type Foundry. Once We found the right font, we aligned and adjusted the action mark and the U symbol to make sure it was well balanced and had some nice symmetry when used together.

packaging design

Gemma and Joe wanted their brand and packaging design to be approachable but not boring. “We created the packaging design together with the visual identity to ensure there was a good balance and correlation between the two,” says Mike. “We also explored colors during the creative stages and felt that the tones of the final brand and packaging were right for the tone of the overall visual identity.

“The two-tone colors on the pack allowed us to draw the strengths and variants away from each other,” he says, “so that people could see that the offerings differed in strength, not just in the text but in the colors as well.”

The Unspun team also wanted to ensure that their products had minimal impact on the environment. “Once the packaging was finalized and confirmed, we brought on board Nick Stacey from ctrl-p studios, who was able to work closely with us and Gemma and Jo on the packs and finishes. Advised on materials for use from a sustainability perspective. The product packaging was designed to be compact, lightweight and easily recyclable, while the labels are all biodegradable and printed using non-toxic inks and adhesives. Have been done.”

Gemma has a background in user experience and coming from a business strategy background, they already had a good understanding of how they wanted to test the design, says Mike. “Our initial creative was taken to and presented to their trusted partners in the UK and US. Feedback and comments were consolidated and presented back to us, giving us really clear direction about the elements and approaches we preferred Which we created and presented to them.”


Mike concludes, “Unspun is a startup brand and something that is very personal to the founders, we wanted to make sure the visual identity and packaging design was right and met the needs of their target audience.” “Working directly with founders and knowing the challenges and risks they are taking in launching their own brands means there is always a sense of personal responsibility in giving them exactly what they need and being successful.” Want to be.”

She added, “Working closely with Gemma and Joe throughout the process, we created a brand that feels distinctive and balanced in both honest and playful situations.” “The Unspun brand was created as a play on the ‘U’ brand name and also meant that we had an owned asset that worked well in its own right and within the brand logotype.

“The result is a range of CBD products that can be easily adapted and developed using the brand system we created for launch so that new product lines and other ingredients can be easily added in the future as the company grows and expands its offering. Wants to expand.”

“Our experience with NotOnSunday was excellent,” says Gemma. “They listened to our needs and worked with us to help refine them. They created a clear structure for the project that was easy to follow, and they gave us time to make important decisions around brand direction.

“The result is excellent, and customer feedback has been very positive. The design is beautiful, advanced, and reliable: exactly what our customers wanted. From an operational perspective, it is easy to implement, and they gave us all the tools we needed The need is to have this brand consistent across all of our channels. We loved working with NotOnSunday and look forward to doing so again.”

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