Relaz
Date
2020
Details
Independent freelance project
Disciplines
Packaging Design
Graphic Illustration
Art Direction
Project Brief
Overview
Designing Hong Kong's first CBD relaxation soda and bringing its healthy, non-psychoactive, stress-free lifestyle benefits to light.
The Challenge
Give soda a modern twist in the local Hong Kong market and normalize CBD as part of a healthy work-life balance. Relaz hoped to destigmatize CBD by steering clear of "munchies" and "high" stereotypes, since it contains no THC, is non-GMO and all-natural.
Solution
I worked with the founders to brand the soda, targeting a broad F&B customer market expanding from convenience stores to local bars while competing against other global CBD beverages. The new brand feels energizing, fresh, and modern — inspired by the feeling relaz aims to bring: stress-free, freeform relaxation.
A look inspired by its feel
To stand out in a crowded market, relaz balances a playful yet nutritious look with an emotional yet functional experience. The brand embodies the refreshing feeling it delivers: a wavy motif runs through the visual system, paired with a citrus pop color palette. The logo is set at an angle and italicized, giving it a playful, uplifting feel.
Refreshingly bright and tangy
relaz launched with two signature flavors: Peach Lemonade & Orange Vanilla. Each delivers a crisp, tangy fizz with a bright finish. The packaging carries this cool and vibrantly bold energy forward, giving the flavors a presence that feels as lively as they taste.
First CBD-infused beverage in Hong Kong
Relaz was the first CBD-infused soda made in Hong Kong back in 2020, challenging the local F&B market that remains conservative. Its invention tested the waters of beverage innovation and brand experience, while giving customers a different taste and feeling of relaxation.
Innovation to be continued
Due to Hong Kong regulations, relaz closed its operations, however, the founders are on the search to continue their next beverage innovation. More to come in this space!
