Fortune Flavours
Fortune Flavours took cannabis from counterculture to performance culture.
Fortune Flavours
Fortune Flavours took cannabis from counterculture to performance culture.
Fortune Flavours
Fortune Flavours took cannabis from counterculture to performance culture.
Cannabis has long been boxed in as medical or countercultural. Fortune Flavours wanted to change that, and position CBD and cannabis as fuel for performance and courage instead of an escape.
The ambition was a lifestyle brand that athletes and risk-takers would be proud to back.
Overview
We rebranded Fortune Flavours from the name up and rolled it out: strategy, identity, packaging, athlete partnerships and event activations.
10x sales in 18 months. Sales grew tenfold in the 18 months after the rebrand.
Cannabis has long been boxed in as medical or countercultural. Fortune Flavours wanted to change that, and position CBD and cannabis as fuel for performance and courage instead of an escape.
The ambition was a lifestyle brand that athletes and risk-takers would be proud to back.
Overview
We rebranded Fortune Flavours from the name up and rolled it out: strategy, identity, packaging, athlete partnerships and event activations.
10x sales in 18 months. Sales grew tenfold in the 18 months after the rebrand.
Cannabis has long been boxed in as medical or countercultural. Fortune Flavours wanted to change that, and position CBD and cannabis as fuel for performance and courage instead of an escape.
The ambition was a lifestyle brand that athletes and risk-takers would be proud to back.
Overview
We rebranded Fortune Flavours from the name up and rolled it out: strategy, identity, packaging, athlete partnerships and event activations.
10x sales in 18 months. Sales grew tenfold in the 18 months after the rebrand.
Unlock
We found the brand's rallying cry in cannabis as a source of power, and wrote it as Fortune Flavours The Brave. The line carries the whole story: cannabis is the flavour and bravery is the ingredient.
The Idea
From counterculture to performance culture, Fortune Flavours backs the brave.
Unlock
We found the brand's rallying cry in cannabis as a source of power, and wrote it as Fortune Flavours The Brave. The line carries the whole story: cannabis is the flavour and bravery is the ingredient.
The Idea
From counterculture to performance culture, Fortune Flavours backs the brave.
Unlock
We found the brand's rallying cry in cannabis as a source of power, and wrote it as Fortune Flavours The Brave. The line carries the whole story: cannabis is the flavour and bravery is the ingredient.
The Idea
From counterculture to performance culture, Fortune Flavours backs the brave.
Unleash
We built a brand world that balances cannabis heritage with lifestyle aspiration.
Name and logo
We named the brand Fortune Flavours, a twist on the saying Fortune Favours the Brave. The hand-drawn F doubles as a nod to the £ sign.
Unleash
We built a brand world that balances cannabis heritage with lifestyle aspiration.
Name and logo
We named the brand Fortune Flavours, a twist on the saying Fortune Favours the Brave. The hand-drawn F doubles as a nod to the £ sign.
Unleash
We built a brand world that balances cannabis heritage with lifestyle aspiration.
Name and logo
We named the brand Fortune Flavours, a twist on the saying Fortune Favours the Brave. The hand-drawn F doubles as a nod to the £ sign.
Voice
Playful and fearless. It talks like the culture it belongs to and stays clear of clichés.
Voice
Playful and fearless. It talks like the culture it belongs to and stays clear of clichés.
Voice
Playful and fearless. It talks like the culture it belongs to and stays clear of clichés.
Launch
We took the brand into culture with the FortuneX athlete programme. It backs skiers, surfers and boxers at the top of their sports, all under the banner Fortune Flavours The Brave.
Events
We also rolled Fortune Flavours out across the Jib League freeski event series in France, Austria, California and Norway. Identity systems, content and on-site experiences gave the brand a presence at every stop.
Launch
We took the brand into culture with the FortuneX athlete programme. It backs skiers, surfers and boxers at the top of their sports, all under the banner Fortune Flavours The Brave.
Events
We also rolled Fortune Flavours out across the Jib League freeski event series in France, Austria, California and Norway. Identity systems, content and on-site experiences gave the brand a presence at every stop.
Launch
We took the brand into culture with the FortuneX athlete programme. It backs skiers, surfers and boxers at the top of their sports, all under the banner Fortune Flavours The Brave.
Events
We also rolled Fortune Flavours out across the Jib League freeski event series in France, Austria, California and Norway. Identity systems, content and on-site experiences gave the brand a presence at every stop.
Packaging
The flower range was built around flavours, with a flexible colour system that gives each strain a limited-edition feel. The CBD oils and gummies share a tighter, more polished look that keeps some of the play.
Packaging
The flower range was built around flavours, with a flexible colour system that gives each strain a limited-edition feel. The CBD oils and gummies share a tighter, more polished look that keeps some of the play.
Packaging
The flower range was built around flavours, with a flexible colour system that gives each strain a limited-edition feel. The CBD oils and gummies share a tighter, more polished look that keeps some of the play.
Grow
The athlete-led strategy took Fortune Flavours from CBD newcomer to a lifestyle brand recognised across Europe. Backing athletes who push their limits tied cannabis to performance and courage.
Partnerships have given the brand cultural credibility and visibility in four countries. The FortuneX roster and the events programme keep growing, and keep the brand at the centre of extreme sport and cannabis culture.
“The rebrand gave us an identity athletes are proud to stand behind. It’s bold, confident, and captures our brand energy. That’s what helped us attract our first twenty athletes and got us into events across Europe.”
Cormac Haughton
Head of Athlete Partnerships, Fortune Flavours
“The new brand strategy and identity changed everything. It helped us move from a niche CBD company to a lifestyle brand recognised across Europe. Within two years we had ten thousand customers and a roster of pro athletes representing us on the world stage.”
George Bennett
Founder, Fortune Flavours
Grow
The athlete-led strategy took Fortune Flavours from CBD newcomer to a lifestyle brand recognised across Europe. Backing athletes who push their limits tied cannabis to performance and courage.
Partnerships have given the brand cultural credibility and visibility in four countries. The FortuneX roster and the events programme keep growing, and keep the brand at the centre of extreme sport and cannabis culture.
“The rebrand gave us an identity athletes are proud to stand behind. It’s bold, confident, and captures our brand energy. That’s what helped us attract our first twenty athletes and got us into events across Europe.”
Cormac Haughton
Head of Athlete Partnerships, Fortune Flavours
“The new brand strategy and identity changed everything. It helped us move from a niche CBD company to a lifestyle brand recognised across Europe. Within two years we had ten thousand customers and a roster of pro athletes representing us on the world stage.”
George Bennett
Founder, Fortune Flavours
Grow
The athlete-led strategy took Fortune Flavours from CBD newcomer to a lifestyle brand recognised across Europe. Backing athletes who push their limits tied cannabis to performance and courage.
Partnerships have given the brand cultural credibility and visibility in four countries. The FortuneX roster and the events programme keep growing, and keep the brand at the centre of extreme sport and cannabis culture.
“The rebrand gave us an identity athletes are proud to stand behind. It’s bold, confident, and captures our brand energy. That’s what helped us attract our first twenty athletes and got us into events across Europe.”
Cormac Haughton
Head of Athlete Partnerships, Fortune Flavours
“The new brand strategy and identity changed everything. It helped us move from a niche CBD company to a lifestyle brand recognised across Europe. Within two years we had ten thousand customers and a roster of pro athletes representing us on the world stage.”
George Bennett
Founder, Fortune Flavours