Insight: two natural wonders, thoughtfully combined
As the parent of two sets of twins, adulthood hit hard and fast. Friends raved about the balance CBD could bring but I wasn’t interested in the extra ‘junk’ that typically comes with gummies, tinctures or sodas.
With a background in branding, and always being interested in creating my own brand and business, I saw a market opportunity and designed a bottled spring water infused with CBD and simple flavors, all naturally sweetened with a touch of maple syrup.
Branding: a funky name and identity.
BIDI is named for the fun, clanky syllables in the chemical name for CBD: canna-BI-DI-ol.
Here’s my hacky idea for a logo compared to the unique beauty that Cris Logan designed. I love how his custom typeface and sophisticated color palette captured my intention better than I ever could.
Product: the ideal beverages for modern wellness.
We went to market with five SKUs — three flavors of 16oz electrolyte waters and two flavors of 2oz shots.
The waters are positioned for everyday hydration and fitness recovery while the shots are perfect for just-before-bed or a replacement for the afternoon latte.
And promotion: small batch, born local.
From Instagram to our website to shelves at natural foods stores, mom-n-pop groceries and delis, we market BIDI across the region.
Our objective is to buttress BIDI from the inevitable onslaught of corporate CBD by highlighting our small batch approach and local connection to the special places that provide BIDI ingredients:
— CBD from organic farms in and around Boulder
— Pure spring water from pristine springs gushing through underground caverns in Virginia’s rural Shenandoah Valley
— Electrolytes from Utah’s great salt flats
— And of course inspiration from our coastal New England home