Elevate Your Taste

Martha Stewart

client

martha stewart

scope

packaging design

deliverable

CBD Gummy Label System

Martha Stewart

Elevate Your Taste

— the brand story

Wellness, made with intention.

Martha Stewart has spent decades making everyday living more considered in the kitchen, in the garden, in the home. Her move into CBD wasn't a departure from that. It was a direct extension of it. After discovering the benefits of CBD for herself, she set out to create something the category was missing: a product with genuine craft behind it.

The result is a line of gummies inspired by French pâte de fruits confections; delicate, flavour-forward, and made with CBD derived from 100% natural hemp. Formulated for sleep, stress, and daily wellness. Nothing artificial. No THC. And flavours such as Meyer lemon, blood orange, kumquat, huckleberry, yuzu that come directly from her greenhouse and gardens.

The brief for the label design was straightforward: make the packaging feel as considered as the product itself

— the opportunity

A Category That Shouts

Most CBD packaging is competing for attention through colour, claims, and visual noise. Loud greens, clinical whites, or deliberately edgy aesthetics. A design that signals the category before it signals the brand. None of it was built for a shelf Martha Stewart would be comfortable standing on.

Compliance as an Afterthought

CBD labelling carries strict requirements like dosage, CBD weight, THC-free status, usage guidance. The standard industry response is to bury this in small print and hope nobody notices. We needed a system where every required element felt like it was placed deliberately, not reluctantly.

Five Products, One Identity

The range spans five distinct formulations each with a different purpose, flavour profile, and CBD strength. Berry Medley, Citrus Medley, Sleep, Chill, Extra Strength. The label system had to differentiate them clearly while holding together as a coherent, recognizable family.

“I set out to create the most delicious CBD products on the market, drawing inspiration from some of my favourite recipes and flavour profiles from my greenhouse and gardens.”

— martha stewart

— The Answer

Not a cannabis product.A Martha Stewart product.

Most CBD packaging signals the category before it signals the brand. We reversed that. The label needed to feel like it came from Martha's kitchen not from a dispensary shelf. Organic forms, earthy warmth, and a typographic restraint that lets the product names carry their own weight.

The five formulations each have a distinct purpose: Berry Medley and Citrus Medley for everyday stress, Sleep for deeper rest, Chill for sustained calm, Extra Strength for when you need more. The label system had to hold that range together with a consistent identity while letting each variant breathe on its own.

Regulatory requirements such as dosage, CBD content, THC-free certification were designed in, not bolted on. Because a product this considered deserves packaging that treats every detail the same way.