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Hectare’s was originally the name of a beverage concept for “sweetwater” tea made from the discarded skins of coffee cherries. However, with the CBD industry booming, and the main ingredient shifting from coffee cherries to Kentucky grown hemp, it was clear the project would need to evolve. Hectare’s CBD Innovations now creates small-batch, artisan wellness products for health-minded individuals.

Brand Strategy and Positioning Brand Identity Design Package Design


Standing out in a saturated market

Years before this project, Fieldtrip worked with the founders of Hectare’s to develop the brand and packaging for their sweetwater tea concept. While the founders believed in the name and brand, the product would eventually evolve. Hectare’s new products were a collection of CBD wellness shots – “Tune Up” formulas to boost energy naturally and “Tone Down” for a deeper, more restorative sleep. CBD products started flooding the shelves creating a sea of similar-looking products with outdated brands. The opportunity was ripe for Hectare’s to approach the saturated market from a fresh perspective.


Refreshingly simple design

By working with the founders through guided brand exercises, the beloved Hectare’s brand was redefined to better reflect the new product offerings and a clean, natural approach the company was taking to production. We designed a packaging series that is as innovative and pure as its contents, communicating both the benefits of the product and the blissful feelings derived from it.

In an environment filled with busy, often aggressive design, we sought to create a brand that cuts through the noise with a clean, refreshing look, utilizing a wealth of white space paired with vibrant colors and photography. A simple “H” mark with flipped arrows for their “Tune Up” and “Tone Down” variations supports a more playful wordmark.


Fully funded and ready to sell

The beloved Hectare’s brand was ready for investor audiences. The capital was raised even quicker than projected thanks to the strength of the brand and the product mock-ups. With financial backing, the Hectare’s wellness shots were no longer a concept but a reality. The clean, bright, bold and premium package design stands out on the shelf and online.

Quote Marks

We certainly appreciate Fieldtrip’s expertise very much. The starting point the brand work gave us was incredible. It is the driving force of our business and so strong that it has survived numerous changes in flavor profiles, product types, and marketing leadership. It was the element that got us started and made investors take notice. It will always be the core of our brand and the essence of our business.

Jeff Stum, Founder
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American Advertising Federation (AAF) Addy Silver: Packaging American Institute of Graphic Arts (AIGA) Award