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How Harmony CBD Is Embracing a Fresh Brand Identity for a New Generation

by Kelsy Chauvin

EDGE Media Network Contributor

Thursday April 1, 2021

How Harmony CBD Is Embracing a Fresh Brand Identity for a New Generation
  (Source:Harmony CBD)

The influx of CBD brands can feel overwhelming. So when Harmony CBD decided to get a new look, the team was determined to reflect the brand's mission and values...and stand out in a crowded field.

To browse Harmony CBD products online now is to experience a fresh take on an emerging industry, thanks, in part, to its signature lavender packaging and modern typography. Across Harmony CBD's tinctures, lotions, capsules, pet oils, vape oils and other products, shoppers will note one prominent detail: the USDA Organic logo.

From conception, Harmony CBD's founder and CEO Janel Ralph was determined to grow organic hemp crops free of GMOs (genetically modified organisms) and harmful agricultural pesticides and practices. The company's hemp-growing operations were the first to earn USDA-certified organic status and rely on farming practices that support sustainability and soil regeneration.

From soil to factory, Harmony CBD brings the same level of commitment to its full-spectrum extraction and bottling. The company and its manufacturing facility comply with South Carolina (its home state) and FDA regulations and strictly adhere to the FDA's Current Good Manufacturing Practices.

Proudly transparent, Harmony CBD routinely tests all products for safety and quality, and openly shares those results.

What's Inside Counts

What's Inside Counts
Full-spectrum CBD capsules  (Source: Harmony CBD)

It's tough to get so many details on one label. One of Harmony's rebranding challenges was to ensure that information about each product is easy to find through its online store, including each product's complete ingredient list, supplement facts and suggested use.

Each product page also includes Certificates of Analysis, supplied by an independent laboratory. Multi-page COAs are the best way for consumers to ensure they're purchasing actual, measured CBD (cannabidiol); and to discover what other cannabinoids may be in the product, including CBG (cannabigerol), CBN (cannabinol), and CBC (cannabichromene).

COAs also reveal any potentially harmful results, like if the product contains any measurable heavy metals, pesticides, solvents or toxins. Like most natural products, CBD has a long-term but limited shelf life (roughly one to two years). Each product label also notes the "use-by" date to ensure its efficacy.

Branding for Today's CBD Market

Branding for Today's CBD Market
Lavender night creme & makeup remover  (Source: Harmony CBD)

For the new branding and expanded product line, Harmony CBD balanced its original appeal to longtime customers who had discovered the product for potential seizure reduction.

Founder Janel Ralph built the company on serving her daughter's needs, but CBD has long resonated with customers for other uses, including an emerging skincare market.

When Harmony launched its rebranding endeavor following its merger with RE Botanicals in 2019, the team put a greater focus on dermatology. That led to a unified packaging style for Harmony CBD skincare products.

Each product in the line contains full-spectrum hemp oil and specific terpenes known for supporting healthy skin, plus other natural ingredients including lavender, shea butter, jojoba oil, aloe, and lanolin.

"The skincare line extends our topical line for those who wanted to use CBD to protect themselves from environmental damage and to look and stay healthy," says Mark Van, Harmony's head of marketing and web development.

More than anything, Harmony's new look supports its "STAR" mission within the CBD industry for authentic "safety, transparency, accountability and reliability." Between its lab-tested products, Conway, South Carolina apothecary, and online store, consumers can feel sure that they are getting the highest quality products with Harmony CBD.


Disclaimer: These products have not been evaluated by the Food and Drug Administration.

These products are not intended to diagnose, treat, cure or prevent any disease.

Kelsy Chauvin is a writer, photographer and marketing consultant based in Brooklyn, New York. She specializes in travel, feature journalism, art, theater, architecture, construction and LGBTQ interests. Follow her on Instagram and Twitter at @kelsycc.

Palmetto Harmony

This story is part of our special report titled Palmetto Harmony. Want to read more? Here's the full list.