As ubiquitous as cannabis consumption seems to be these days, only 18 states within the U.S. have legalized its recreational use. For many would-be consumers, the stigma of cannabis persists, and the vestiges of ‘reefer madness’ still permeate the national discourse. Kleen, with its wide range of cbd offerings, hoped their brand could shift perceptions for the better and needed a brand identity that would support this effort.