Fortune Flavours
Fortune Flavours unlocked a new narrative for CBD & cannabis. With a brand that reframes it from counterculture to fearless performance.
Fortune Flavours
Fortune Flavours unlocked a new narrative for CBD & cannabis. With a brand that reframes it from counterculture to fearless performance.
Fortune Flavours
Fortune Flavours unlocked a new narrative for CBD & cannabis. With a brand that reframes it from counterculture to fearless performance.
Fortune Flavours
Fortune Flavours unlocked a new narrative for CBD & cannabis. With a brand that reframes it from counterculture to fearless performance.
Cannabis has long been stereotyped as either medical, niche, or countercultural. Fortune Flavours wanted to flip that narrative, positioning CBD and cannabis not as an escape, but as fuel for performance, creativity, and courage.
Their ambition: build a lifestyle brand that athletes, creators, and risk-takers are proud to champion.
The Partnership
A complete rebrand and rollout across identity, packaging, sponsorship, and content. Our remit spanned naming, strategy, identity design, packaging systems, athlete partnerships, and event activations.
10,000+
10,000 customers in first 24 months from launch.
Overview
Cannabis has long been stereotyped as either medical, niche, or countercultural. Fortune Flavours wanted to flip that narrative, positioning CBD and cannabis not as an escape, but as fuel for performance, creativity, and courage.
Their ambition: build a lifestyle brand that athletes, creators, and risk-takers are proud to champion.
The Partnership
A complete rebrand and rollout across identity, packaging, sponsorship, and content. Our remit spanned naming, strategy, identity design, packaging systems, athlete partnerships, and event activations.
10,000+
10,000 customers in first 24 months from launch.
Overview
Cannabis has long been stereotyped as either medical, niche, or countercultural. Fortune Flavours wanted to flip that narrative, positioning CBD and cannabis not as an escape, but as fuel for performance, creativity, and courage.
Their ambition: build a lifestyle brand that athletes, creators, and risk-takers are proud to champion.
The Partnership
A complete rebrand and rollout across identity, packaging, sponsorship, and content. Our remit spanned naming, strategy, identity design, packaging systems, athlete partnerships, and event activations.
10,000+
10,000 customers in first 24 months from launch.
Overview
Cannabis has long been stereotyped as either medical, niche, or countercultural. Fortune Flavours wanted to flip that narrative, positioning CBD and cannabis not as an escape, but as fuel for performance, creativity, and courage.
Their ambition: build a lifestyle brand that athletes, creators, and risk-takers are proud to champion.
The Partnership
A complete rebrand and rollout across identity, packaging, sponsorship, and content. Our remit spanned naming, strategy, identity design, packaging systems, athlete partnerships, and event activations.
10,000+
10,000 customers in first 24 months from launch.
Overview
Unlock
We uncovered the brand’s rallying cry: cannabis as power, not stigma. Fortune Flavours The Brave became more than a tagline, it was the articulation of their story. Cannabis is the flavour, bravery is the ingredient, and together they unlock greatness.
From counterculture to performance culture, Fortune Flavours backs the brave.
The Idea
Unlock
We uncovered the brand’s rallying cry: cannabis as power, not stigma. Fortune Flavours The Brave became more than a tagline, it was the articulation of their story. Cannabis is the flavour, bravery is the ingredient, and together they unlock greatness.
From counterculture to performance culture, Fortune Flavours backs the brave.
The Idea
Unlock
We uncovered the brand’s rallying cry: cannabis as power, not stigma. Fortune Flavours The Brave became more than a tagline, it was the articulation of their story. Cannabis is the flavour, bravery is the ingredient, and together they unlock greatness.
From counterculture to performance culture, Fortune Flavours backs the brave.
The Idea
Unlock
We uncovered the brand’s rallying cry: cannabis as power, not stigma. Fortune Flavours The Brave became more than a tagline, it was the articulation of their story. Cannabis is the flavour, bravery is the ingredient, and together they unlock greatness.
From counterculture to performance culture, Fortune Flavours backs the brave.
The Idea
Unleash
We translated this ethos into a brand world that balances cannabis heritage with lifestyle aspiration.
We created the name “Fortune Flavours,” a bold twist on a familiar saying Fortune Favours The Brave. The supporting hand-drawn ‘F’ logo is both a distinctive mark of identity and a subtle nod to the £ sign, a symbol of fortune and ambition.
Name & Logo
Unleash
We translated this ethos into a brand world that balances cannabis heritage with lifestyle aspiration.
We created the name “Fortune Flavours,” a bold twist on a familiar saying Fortune Favours The Brave. The supporting hand-drawn ‘F’ logo is both a distinctive mark of identity and a subtle nod to the £ sign, a symbol of fortune and ambition.
Name & Logo
Unleash
We translated this ethos into a brand world that balances cannabis heritage with lifestyle aspiration.
We created the name “Fortune Flavours,” a bold twist on a familiar saying Fortune Favours The Brave. The supporting hand-drawn ‘F’ logo is both a distinctive mark of identity and a subtle nod to the £ sign, a symbol of fortune and ambition.
Name & Logo
Unleash
We translated this ethos into a brand world that balances cannabis heritage with lifestyle aspiration.
We created the name “Fortune Flavours,” a bold twist on a familiar saying Fortune Favours The Brave. The supporting hand-drawn ‘F’ logo is both a distinctive mark of identity and a subtle nod to the £ sign, a symbol of fortune and ambition.
Name & Logo
Playful, fearless, and uncompromising. A verbal identity that speaks the language of culture, not clichés.
Voice
Playful, fearless, and uncompromising. A verbal identity that speaks the language of culture, not clichés.
Voice
Playful, fearless, and uncompromising. A verbal identity that speaks the language of culture, not clichés.
Voice
Playful, fearless, and uncompromising. A verbal identity that speaks the language of culture, not clichés.
Voice
Playful, fearless, and uncompromising. A verbal identity that speaks the language of culture, not clichés.
Voice
Launch
We extended the brand into culture with the FortuneX athlete programme. Backing world-class skiers, surfers, and boxers who embody courage at the cutting edge of their sport. All united under the banner Fortune Flavours The Brave.
We also rolled out Fortune Flavours across the Jib League, the world’s most stylish freeski event series, activating the brand in France, Austria, California, and Norway. Identity systems, content, and on-site experiences made the brand impossible to ignore.
Events
Launch
We extended the brand into culture with the FortuneX athlete programme. Backing world-class skiers, surfers, and boxers who embody courage at the cutting edge of their sport. All united under the banner Fortune Flavours The Brave.
We also rolled out Fortune Flavours across the Jib League, the world’s most stylish freeski event series, activating the brand in France, Austria, California, and Norway. Identity systems, content, and on-site experiences made the brand impossible to ignore.
Events
Launch
We extended the brand into culture with the FortuneX athlete programme. Backing world-class skiers, surfers, and boxers who embody courage at the cutting edge of their sport. All united under the banner Fortune Flavours The Brave.
We also rolled out Fortune Flavours across the Jib League, the world’s most stylish freeski event series, activating the brand in France, Austria, California, and Norway. Identity systems, content, and on-site experiences made the brand impossible to ignore.
Events
Launch
We extended the brand into culture with the FortuneX athlete programme. Backing world-class skiers, surfers, and boxers who embody courage at the cutting edge of their sport. All united under the banner Fortune Flavours The Brave.
We also rolled out Fortune Flavours across the Jib League, the world’s most stylish freeski event series, activating the brand in France, Austria, California, and Norway. Identity systems, content, and on-site experiences made the brand impossible to ignore.
Events
Launch
We extended the brand into culture with the FortuneX athlete programme. Backing world-class skiers, surfers, and boxers who embody courage at the cutting edge of their sport. All united under the banner Fortune Flavours The Brave.
We also rolled out Fortune Flavours across the Jib League, the world’s most stylish freeski event series, activating the brand in France, Austria, California, and Norway. Identity systems, content, and on-site experiences made the brand impossible to ignore.
Events
The flower range was designed around “flavours,” with a flexible colour system that gave each strain a limited-edition feel. The CBD Oils and gummies were unified under a more tightly branded aesthetic, balancing play with polish.
Packaging
The flower range was designed around “flavours,” with a flexible colour system that gave each strain a limited-edition feel. The CBD Oils and gummies were unified under a more tightly branded aesthetic, balancing play with polish.
Packaging
The flower range was designed around “flavours,” with a flexible colour system that gave each strain a limited-edition feel. The CBD Oils and gummies were unified under a more tightly branded aesthetic, balancing play with polish.
Packaging
The flower range was designed around “flavours,” with a flexible colour system that gave each strain a limited-edition feel. The CBD Oils and gummies were unified under a more tightly branded aesthetic, balancing play with polish.
Packaging
The flower range was designed around “flavours,” with a flexible colour system that gave each strain a limited-edition feel. The CBD Oils and gummies were unified under a more tightly branded aesthetic, balancing play with polish.
Packaging
Grow
Our athlete-led strategy transformed Fortune Flavours from a CBD newcomer into a global lifestyle brand with a global reach. By backing athletes who push limits, we reframed cannabis as a symbol of performance, courage, and creativity.
The brand is now recognised across Europe, with partnerships delivering cultural credibility, visibility in four countries, and a foundation for future growth. Today, we continue to expand with the FortuneX roster and global events, keeping the brand at the heart 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
Our athlete-led strategy transformed Fortune Flavours from a CBD newcomer into a global lifestyle brand with a global reach. By backing athletes who push limits, we reframed cannabis as a symbol of performance, courage, and creativity.
The brand is now recognised across Europe, with partnerships delivering cultural credibility, visibility in four countries, and a foundation for future growth. Today, we continue to expand with the FortuneX roster and global events, keeping the brand at the heart 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
Our athlete-led strategy transformed Fortune Flavours from a CBD newcomer into a global lifestyle brand with a global reach. By backing athletes who push limits, we reframed cannabis as a symbol of performance, courage, and creativity.
The brand is now recognised across Europe, with partnerships delivering cultural credibility, visibility in four countries, and a foundation for future growth. Today, we continue to expand with the FortuneX roster and global events, keeping the brand at the heart 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
Our athlete-led strategy transformed Fortune Flavours from a CBD newcomer into a global lifestyle brand with a global reach. By backing athletes who push limits, we reframed cannabis as a symbol of performance, courage, and creativity.
The brand is now recognised across Europe, with partnerships delivering cultural credibility, visibility in four countries, and a foundation for future growth. Today, we continue to expand with the FortuneX roster and global events, keeping the brand at the heart 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
Time to unlock?
Insights that cut through the noise
Time to unlock?
Insights that cut through the noise
Time to unlock?
Insights that cut through the noise
Time to unlock?
Insights that cut through the noise
12:16 PM
London
12:16 PM
London
12:16 PM
London
12:16 PM
London