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Gin Lane was tasked with naming and branding for the now-iconic CBD sparkling water beverage targeting overwhelmed and overstimulated professionals in need of respite. We crafted the Recess brand identity to invoke the feeling of childhood recess, wherein one could recharge, relax, and have some fun in the middle of an otherwise busy day. Intended to replace the modern worker’s 2pm coffee break, the beverage is aimed at delivering a sense of cool, calm, collectedness.
