Apollo CBD +

Branding, Layout, Art Direction, UX/UI, Web Design, Packaging

Tools: Figma, Webflow, Photoshop

Collaborators: Versatile Designer Lo Bishop |Timeframe: Ten weeks

Overview: The goal of this project was to create a cohesive brand of CBD Dog treats, create a social media strategy, and design a landing page in alignment with our Key Value Proposition.

Challenge: Our challenge is to create a brand identity that builds trust and speaks to pet owners' current needs. How do we create a brand that lets dog owners know that CBD is a safe and effective remedy for dogs?

Demographic: Through our research, we discovered that there was an overlap in age groups between 25-44 years old that were both current CBD oil shoppers and dog lovers. Using this demographic data to guide us, we catered our solution to meet the needs of Millennial parents.

Furthermore, we found that Millennials are already doing research on medicine for their pets to prevent costly surgeries later in their dogs lives and that they are more willing to invest in the health and longevity of their dogs with supplements. Thus, with the development of our brand formulas, we made sure to customize each line to meet common aging dogs health needs. Lastly, we wanted to ensure that all the decisions we made were scientifically backed to enhance the trustworthiness of our brand.

Solution: Apollo CBD+ is a scientifically backed and personalized CBD dog treat company that aims to improve the quality and longevity of your dogs life. Apollo CBD+ is the only line of dog treats that uses CBD and probiotics for gut health, choline and glucosamine for your pet’s aging joints, and pumpkin for digestive and urinary health. All of Apollo CBD+ products are human-grade, Non-GMO and organic.

Deliverables

Packaging

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Social Media Marketing

  • User Generated Content

    Hashtag interactive campaigns allow us to differentiate our clients from their competitors on social media and engage their followers, generating more brand awareness that spreads organically.

  • White Sands Park

    White Sands Park allows pets on nine miles of trails and backcountry dunes. Plenty of opportunities to explore with your furry friend.

  • Emotionally Impactful Reel

    We also catered made sure to include emotionally appealing reels as they are favored by Instagram’s algorithm.

  • Adventure Dogs

    Our research indicates that social consciousness is incredibly important to our users especially with dogs and dog rescue programs.

  • Hashtag Campaign

    Any participating hashtag users could have their post featured in Apollo CBD+’s stories.

  • Shenandoah National Park

    Shenandoah boasts over 500 miles of hiking trails, only 20 of which are inaccessible to pets.

  • Quality Ingredients

    Apollo CBD+ Probiotic Immune support uses blueberries’ delicious flavor and the power of antixoidants, vitamin C and vitamin K to help keep your dog at their best.

  • Value Alignment

    This post connects users to our brand through mutually shared values of supporting national parks.

  • User Generated Content

    Our #stickchampion campaign encourages user engagement/participation as well as user generated promotional content.

  • Acadia National Park

    In Acadia, dogs rule. They’re allowed on 100 miles of trails and 45 miles of carriage roads, except steep, ladder-heavy trails like Beehive and Precipice and gardens like Sieur de Monts.

  • Adventure Dog

    This post allows customers to imagine their own dogs on a beautiful hike like this one.

  • Personalized Care

    Our users are concerned with the health, nutrients, and science behind the things they choose to feed their dog.

More Marketing

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Process

Research

We are gearing the Apollo CBD+ line primarily towards millennials (ages 25-44) who already rank highly among current CBD users and also represent a sizable percentage of dog lovers. As a secondary audience, we also hope to convince Gen X with our scientifically backed product that Apollo CBD + is an investment in the health of their pets.

CBD Oil Shoppers

Audience Snapshot from Dstillery

Dog Lovers

Audience Snapshot from Dstillery

Stylescape

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Meta Story

Apollo CBD+ offers a product line with more specialized options catered to the specific needs of your pet than any other brand on the market. We are the only company providing CBD with probiotic supplements. We go beyond offering the current standard of supplements that improve your dog's health and have added CBD so that your dog can receive the best care at all times. People love Apollo CBD+ because we create scientifically backed and vet-approved custom blends that specifically cater to the ailments or health needs of your dog. People truly appreciate how our products are an investment in their dogs future health and are an escape from the one-size-fits all mentality.

Development of the Landing Page

  • Information Architecture Foundation

    COLLABORATIVE IDEATION AND STRATEGY WITH LO BISHOP

    In this early stage we used post it notes to determine site groupings, hierachy and our basic content strategy.

  • Lo-Fi Wireframe

    CREATED A LOW FIDELITY WIREFRAME IN FIGMA

    We used red annotations to annotate our wireframe to further clarify our strategy to key stakeholders. It also was a way for us to emphasize that the decisions we made were in alignment with Apollo CBD+’s core brand values.

  • Medium Fidelity Wireframe

    APPLIED BRAND ELEMENTS TO LANDING PAGE

    Using the creative direction established by our Stylescape, we applied it to our wireframe creating components, icons and building a design system along the way.

  • High Fidelity Wireframe

    HERO SECTION AND FEATURED PRODUCTS

    This wireframe highlights the personalized care Apollo CBD+ offers.

  • High Fidelity Wireframe

    EDUCATIONAL SECTION AND USER GENERATED SOCIAL MEDIA CONTENT

    This portion of the wireframe builds trust with the user and helps our audience connect with Apollo CBD+ through shared values.

  • High Fidelity Wireframe

    MISSION, FAQ, MONEYBACK GUARANTEE AND FOOTER

    This section highlights Apollo CBD+’s commitment to educating the user, customer satisfaction and company transparency.

A/B Testing

Lo and I tested six users on two different versions of the landing pages we created in Webflow. My landing page, featured on the left, was more factual in its copy and science-driven in the imagery and layout. Lo’s layout, featured on the right, focused more on the actual image of the product and further deepened our audience's connection to the Meta Story adventure dog.  Lo’s version was favored by our test subjects. Thus, going forward we used Lo’s landing page to further refine our design.

A Taste of Our Design System

  • Typography

    These typefaces communicate trust through their harmonious proportions, steady shapes, and stable balance.

  • Colors and Accessibility

    All of our web content passes WCAG standards.

  • Graphic Elements

    The certifications exhibit the brand’s commitment to bringing customers and their dogs the best human-grade, organic CBD dog treats.

  • Buttons

    These are the buttons we used in our design system.

Final Insights

Apollo CBD+ was a fantastic opportunity to research and develop a unique KVP and brand successfully across multiple platforms. This project was also an excellent example of successful communication and collaboration in a group project. Lo and I listened to each other, respectfully vetted and supported each other's ideas, and truly came up with a solution together.

This allowed us to create something that was both thorough and thoughtful in its execution. Plus, Lo is an extremely talented illustrator, web designer and is a joy to work with!

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