Zero-to-One Wellness Brand & Multi-Brand Growth Strategy

The Brief

Create a premium wellness brand from the ground up — one that could stand on its own and expand the customer base of an existing legacy brand (CBDpet.ca).
The challenge: develop a new luxury identity and product ecosystem without cannibalizing the original brand, while building pathways that increased overall lifetime value.

My Role

Zero-to-one brand strategy · Messaging & narrative development · Brand architecture · Website IA/UX · Creative direction (photo, video, lifestyle) · Customer journey design · Launch planning · Cross-brand integration strategy

The Challenge

CBD Pet had a strong niche audience, but growth was capped. The founders needed a new brand that:

• reached a broader, more premium wellness customer

• created a new category beyond pet-focused products

• built trust quickly by leveraging the existing brand

• shifted perception from functional → elevated ritual

• connected emotionally through a luxury experience, not “CBD marketing”

This required brand architecture, audience expansion, and a full repositioning strategy — not just visuals or copy.

The Approach

I treated Lumière as a holistic brand system, not a product line.

1. Brand Positioning & Architecture

I defined Lumière’s role inside a two-brand ecosystem:

• CBD Pet → trusted legacy brand with loyal buyers

• Lumière → luxury wellness brand designed to expand the audience

• shared trust signals but distinct value

• a customer pathway engineered to move buyers between brands

This strategy that shows how to leverage two brands with different experiences but a shared customer base.

2. Messaging & Narrative System

Built a messaging hierarchy grounded in:

• colour psychology

• sensory cues

• emotional positioning

• clarity of promise

• a tone and voice that signaled premium calm rather than clinical CBD language

The narrative shifted from “CBD for wellness” to “a ritual-based sensory experience rooted in modern wellness.”

3. Website IA & Customer Journey

Designed a complete digital customer experience:

• navigation and UX tailored to a premium brand

• cross-link pathways into the legacy brand

• education-driven flows to support new-to-category customers

• visual and content strategy that conveyed luxury, trust, and simplicity

This was not a website — it was a conversion journey intentionally designed to grow two brands together.

4. Creative Direction (Photo & Video)

Led full art direction for:

• lifestyle imagery

• studio product photography

• brand video

• visual storytelling framework

Every creative decision mapped back to the brand strategy and sensory positioning — building a consistent, premium brand world across all touchpoints.

The Results

While exact metrics remain confidential, the outcomes included:

• successful launch of a premium wellness brand from zero

• expansion of the legacy customer base into a broader wellness segment

• higher average order value through premium positioning

• cross-brand pathways that increased overall customer lifetime value

• a cohesive multi-brand ecosystem

Most importantly, the work created a clear direction and structure for long-term brand expansion — not a one-off launch.