Entering the marketing in December 2019, dreamt quickly became recognized as one of the most innovative products and brands anywhere in the cannabis industry.
dreamt has sold more than 200,000 units to date, have won industry awards, and was described by Vice as “the year’s most helpful innovation.”
It could be argued that dreamt birthed the category of cannabis sleep aids, and has blazed a trail that many other brands have since followed.
Create a brand specifically for the enormous unmet need for science-backed cannabis sleep products.
Early data showed that as many as 70% of cannabis consumers used the plant for sleep, yet in 2019 there were no products on the market to meet this need. My company, Ciencia Labs, wanted to change that.
Our hypothesis was that a brand focused purely on sleep—like Tylenol focuses on pain relief, or Ambien focuses on sleep—would resonate with consumers berefit of options and confused by archaic nomenclature (indica and sativa) and a jumble of cannabinoid letters (THC, CBD, CBN).
The way we saw it, the product had to be:
I spent a lot of time in pharmacies, supermarkets and dispensaries analyzing how traditional sleep products presented themselves (purples/blues, moons and stars, “sleep” clearly displayed), and the glaring gap in cannabis.
I made detailed moodboards, sketched a lot of logo mark ideas largely based on the moon, and leaned into the idea of a pre-sunrise sky gradient (sky blue to a deep inky blue) to reference the period during which the product works.
The brand voice would be gentle and compassionate, sometimes tongue-in-cheek yet with a tone of scientific authority throughout. This was in stark contrast to every other cannabis brand, as none had the sophistication of our formula.
dreamt was an immediate success. We were in 100 doors within two months, had won ‘Best New Product’ at Weedcon, and had already been featured in Rolling Stone, Business Insider, Vice, Playboy and many other mainstream publications.
We’ve been told countless times by industry veterans that dreamt is one of their favorite brands with some of the most beautiful packaging, and that the product continues to help them, their families and friends manage their insomnia.
