We studied the name then the visual identity, before designing in detail the packaging and several communication needs for four distinct combinations of Greek herbs and hemp. The main key visual shows a woman – called Ertha – looking to the future with confidence, wearing a scarf with the category’s (CBD Infusions) characteristics forming a monochromatic pattern. Our approach in order to meet the challenge was to give the brand an elegant, bright and expressive orientation in order to avoid the extreme use of cannabis stereotypes.