Our Good Products was built in a highly regulated and stigmatized category, where trust, clarity and tone were as critical as the product itself.

The product challenged category norms: a fast-acting, nanoemulsified delta-8 tablet designed to deliver relaxation without the typical markers of cannabis use, meaning: no strong high, no smell, no impact on the lungs. It was sugar-free and positioned for adults and boomers, deliberately distancing the brand from the edible-as-candy conventions of the category.

The audience did not identify as cannabis users. They were seeking naturally derived support for inflammation, pain and anxiety, and needed reassurance rather than novelty.

The strategic problem was narrative. Cannabis-adjacent brands leaned heavily on counterculture or wellness clichés, neither of which built credibility with this audience.

The positioning reframed the category through restraint. Language, tone and visual choices emphasized care, clarity and maturity, avoiding hype and playful tropes. Rather than leading with compounds or effects, the brand led with values and use-case logic.