Making a Growing Product Line Easier to Buy

MTN CBD’s growing product line was giving customers more choices without making those choices easier. I led the rebrand across identity, packaging, photography, and e-commerce, helping customers understand what to buy while giving the business a more consistent, less expensive way to bring products to market.

I started with the decision happening in front of the shelf. Customers needed to distinguish products, strengths, and uses without asking someone to translate every label. I developed a shared visual identity and packaging system that made those differences easier to recognize while keeping the range unmistakably related. The design had to explain the product, work at different sizes, and leave room for the lineup to grow. A good-looking label still had a job to do.

I kept that direction intact by leading our designer, content marketers, and developer through creative reviews and Agile scrums. I assigned work, reviewed the details, and handled product photography from planning through retouching. That combination let me connect what happened in the design files with what customers would actually see on packaging and online. Production decisions were part of the creative work, too, with the rebrand delivering lower packaging costs alongside the new appearance.

I carried the product distinctions into e-commerce and social campaigns managed in Sprout Social, so shoppers weren’t learning a different brand at every touchpoint. After relaunch, revenue increased and customer support requests fell, giving us evidence that the work was doing more than attracting attention. The business continued to grow and was later acquired. My contribution was the brand system and team direction that helped make an expanding range easier to understand, market, and buy.