CannaSelect Holding set out to enter the THC beverage market with a standout brand that didn't fit conventional THC norms. They saw beverages as the ideal entry point—an emerging category with less saturation, and competition than other THC segments.

The broader THC market was crowded with rudimentary names and branding that matched. To cut through the noise, we aimed to create a brand that leaned into fitness and lifestyle—offering a fresh alternative for consumers seeking high-quality, craft THC experiences. We intentionally avoided the overused cartoonish visuals and flower-heavy imagery that often signaled potency over personality, choosing instead to build something approachable, and distinctly different.