SQUEEZE REBRAND

Squeeze, Zero Proof's THC drops designed to dose any beverage, had a packaging and brand problem.

The original system read more bath-and-body than functional cannabis: soft, generic, and missing the cues a consumer needs to understand a category-new format.

For a product asking buyers to do something they'd never done before, the brand wasn't doing the explaining. We rebuilt it from the inside out: sharpening voice, clarifying format, and making the use case unmissable on shelf and in hand.

The result was a brand that finally communicated what it actually was, and how to use it, the moment you picked it up.

Creative Director: John Godwin / Curaleaf

Senior Copywriter: Haely White

Art Director: Nathan Downey