Launching a THC beverage that tastes like then and hits like now
We love partnering with category-defining brands, so when the brief for LIFTD landed the ideas flowed fast. LIFTD is a new hemp-derived THC beverage. This project pulled us through a few different cultural directions before it found its center. DS developed the brand strategy, verbal identity, and on-shelf packaging to ultimately solve a trust problem before a design problem: how do you make something this new feel like it's been sitting in the fridge your whole life.
Frequently Asked Questions
1. What does Token do?
Token verifies identity using cryptographic and biometric proof. It's built for situations where getting identity wrong isn't an option.
2. What branding services did Digital Surgeons provide for Token?
A Brand Sprint. That covered a new visual identity, a new site, and an AI-native brand kit the team can keep using after launch.
3. What industry is this case study in?
Security, specifically identity assurance.
4. Why did Token need a brand refresh?
The product already stood out. The brand didn't. Buyers deciding whether to trust an identity platform with their business make that judgment in seconds, often before reading a word of copy. Token needed to look as engineered and trustworthy as the product actually is.
Who designed LIFTD's brand and packaging?
What does a THC beverage branding project include?
How is branding a THC drink different from branding a beverage?
What has to appear on a hemp-derived THC beverage label?
Can a THC brand use nostalgic or retro design without breaking the rules?
Tell us your challenges
Tell us about your challenges and goals.