We met Upstream Organics over tea one day, talking about their dream of starting their business. We worked alongside them on building an identity and website as they developed their hero products in the lab. Our biggest challenge was to make UO stand out in the crowded CBD market - without falling back on design clichés common to their niche (looking at you, green cannabis leaf).
Since all UO products are developed by a chemist, we leaned into the science side of their brand build. Their iconic droplet shape was influenced by their cold-pressed extraction method. We doubled down with modern black-and-white Kraft packaging and color palette—all carefully sourced to reflect their eco-conscious ethics. To break free from the expected green-only color, we added in a deep blue to give us a clean, fresh and outdoors-y feeling, all appealing to their nature loving audience.
“Hearing my business partner (also my husband) say that working with Janelle was the best business decision we've made was huge, especially because he was resistant to branding in the beginning. I don't know where we'd be without all of Janelle's hard-work and creativity going into our branding and website design. Probably the smartest thing you can do when starting a business is investing in QUALITY branding and design.”