Gen-Z is dumping alcohol, trading it in for early morning run clubs, perfect sleep scores, the occasional edible, and non-alcoholic alternatives. CBDfx wanted to capitalize on this trend, pivoting their fan-favorite Ultimate Chill THC Tincture as a hangover-free, fun-fueled drink additive. Just a couple drops into any non-alcoholic mixer and you’re bound for bliss—or so they wanted to convey.

The only problem? Demystifying the woo-woo behind a “tincture” and blowing the dust off an “elixir” to bring this product to a more modern (dare we say “based”?) audience, while staying in step with CBDfx’s current brand guidelines.

Through my calculated one-product page revamp, I crafted the web design for a single-sku landing page, fine-tuned the art direction of the existing legacy brand, and emphasized the relevant use-cases for this alcohol substitute, all to give Gen-Zer’s the look and feel of a relevant brand without the weighty lore of past “tinctures,” “elixirs,” and “social tonics.” (Gross.)