The Path to Perfection is Crooked
The THC beverage category has experienced a flood of entrants. As the category has grown, so too have the category paradigms that many of the entrants’ brand narratives are reciting. Our challenge was to leverage the clever nuances of our client’s brand name to differentiate their unique product attributes.
Crooked Beverage Company’s path into the THC beverage category was a winding…or, you might even say, a crooked one, as they sought to create a beverage beyond compare. By investing in real fruit and creating unmatched flavor combinations, they separated themselves from their competitors. The “crookedness” of getting high from THC is explicit in their name. Our goal was to implicitly bring forward the idea that the experience of achieving and enjoying the extraordinary is found in the discovery along the way…in the twists and turns of the Crooked Lane.
