Napa Valley Rebrand

Cajole is a cocktail bitter brand with CBD infused that was originally named Napa Valley Bitters. Before they came to us for the rebrand sales were mostly local, with most customers being bars and restaurants in the surrounding cities. But the owners wanted growth by entering into the CBD market. They wanted to improve their bitter flavor recipes with higher quality organic ingredients and expand nationally.

Remind Rebrand Scope:
Rename
Repositioning
Brand Archetype
Brand Strategy
Packaging Design

Cajole

To persuade (someone) to do something by sustained coaxing or flattery.

It was used to reference the feeling when you drink a cocktail with CBD. Mixed with alcohol, the effects are relaxing, feeling at ease without the high of CBD.

Jole

Jole is without CBD. Apart of a marketing strategy, we kept a line of bitters without CBD so that they could continue with paid social media ads. When sending emails to promote Jole customers to Cajole, we wanted the branding to look almost identical.

Discovery

Based on customer interviews they developed a tasteless bitter with organic CBD oil so that the bartender’s work could shine in cocktails that did not need added flavor. They also wanted to keep a line of bitters without CBD so that they could continue with paid social media ads.

There are many water soluble CBD drops both for anyone and targeted to bartenders and at home entertainers. So the rebranding challenge was to find a clear and creative way to differentiate a brand that can support a CBD and non CBD brand.

Repositioning

We developed a brand questionnaire for the Napa Valley stakeholders, the current customers and their desired customers. We also looked very closely into their new market niche, CBD bitters for the competition landscape. Through this research, together we saw a gap to target bars, bartenders and restaurants who serve or specialize in Mezcal cocktails. Most of these places are located in areas where CBD is legal, embraced and also trending high. The home state of California, Nevada and Baja California in Mexico.

Personality / Archetype

These places also have another element in common – love. They are typically destinations for romantic getaways, honeymoons or date nights. Social occasions that fit the relaxing and tranquil effects of CBD oil. The Lover archetype was a clear winner out of Carl Younin’s 12 archetypes we find useful as a guide to brand strategy. Stir their passionate desires for connection and intimacy. Communication and messaging should use sensual language and tone – through sight, sound, smell or touch. Imagery and tone of voice are especially important. Beauty is a value The red carpet treatment