Minerals

Mineral is a new kind of plant-based self-care brand, elevating the use of the hemp plant for a host of benefits including skincare, pain management, sleep and focus. At the time Mineral debuted, the CBD and hemp product market was saturated and stigmatized. Differentiation between brands often hinged on catering to the existing niche market. Mineral required a digital storefront that allowed it to operate outside the traditional rules of the CBD and hemp space, and beyond the confines of conventional CBD distributors. They needed an online presence that would help them stand alone in an adjacent market, one targeted toward an audience with discerning sensibilities and an interest in novel forms of wellness. Following our branding, identity, and creative direction work with Mineral, we had developed a deep understanding of their offering and unique value proposition. From the outset, the site needed to embody the brand values: simplicity, elegance, and efficacy. Mineral represented a new perspective on the hemp plant — a legitimization of its use as a beneficial supplement. Therefore, credibility and clarity were paramount, with storytelling as our primary vehicle.