THE REFRESHMENT CLUB™
purveyors of ideas.
EDAPT Relaunch
Our approach
We’ve had the privilege of building the EDAPT brand from the ground up, developing its name, identity, packaging, tone, and narrative. Originally positioned as a medicinal, functional mushroom drink, EDAPT now has the opportunity to re-enter the market with a unique proposition: bridging THC and non-THC experiences with a lifestyle-forward approach that resonates in both retail and wellness spaces. With the confirmed interest from Walmart and momentum building, now is the time to relaunch with refined messaging, modernized packaging, and a complete go-to-market suite that supports both investor confidence and consumer pull.
We’ve structured this proposal to make the most of the existing brand equity while delivering all the strategic, visual, and commercial assets needed to launch fast, efficiently, and with clarity.
A. Brand Positioning
The functional beverage space is undergoing a transformation. Wellness is no longer niche,it’s mainstream. And within that evolution, cannabis-infused drinks represent a new frontier: one that balances ritual, pleasure, and functionality in equal measure.
EDAPT was originally created with depth: a highly functional, mushroom-based tonic with a refined, medicinal tone. That foundation remains powerful. But now, with the opportunity to scale through a Walmart retail rollout, the brand must evolve—retaining its intelligence and integrity while becoming more accessible, emotionally resonant, and visually magnetic. This next chapter is about reframing EDAPT as a feel-good tonic that straddles THC and non-THC formats, built for modern consumers who want mood-enhancing wellness without compromise. It’s a chance to stand apart from “wellness lite” brands by owning a smarter, edgier, and more meaningful lane—functional and elevating, but never clinical.
At its core, this is a lifestyle brand that delivers intention, indulgence, and clarity in a single can.
Onboarding & Insight Harvesting
We’ll begin by re-immersing in EDAPT’s roots and understanding the ambitions of this relaunch from Walmart shelf-readiness to investor decks. Through a short series of collaborative exercises, we’ll align on the product pillars, brand tone, and competitive space.
Market & Competitor Analysis
We’ll study both the cannabis beverage market (THC and non-THC) and the broader wellness/lifestyle drink space. By analyzing brands like Brez, Cycling Frog, we’ll identify the whitespace EDAPT can own. We’ll also consider design, shelf presence, and ingredient narratives from successful shelf competitors in both the DTC and mass retail channels.
Brand Strategy Development
DATE HERE
This is where we bring the updated brand into focus. Building from the insight and market work, we’ll finalize the messaging, personality, and strategic voice that will inform everything from packaging tweaks to sales decks to digital content.Deliverables:
Updated Brand Positioning Statement
Refined Brand Mission & Vision
Core Messaging Framework (THC and non-THC variants)
Narrative Pillars & Key Talking Points
Packaging Communication Hierarchy
Optional Naming Exploration for SKUs or Formats
B. Go-to-Market Assets
To bring EDAPT to market with confidence, we will develop a full suite of commercial and visual assets to support sales conversations, in-store placement, and consumer-facing materials. We’ll anchor this around updated product visuals, campaign-ready video, and a powerful digital/social narrative to drive momentum.
Part 1:
Brand Identity Refinement
Utilisng the existing brand system: logo, core design language, and tone of voice, we will extend the brand to 2 distinct product pillars.
Deliverables
- Updated packaging design for 4 products (can + outer packaging)
- Ingredient and flavor call-out optimization for clarity and appeal
- Visual refinements to increase mass-market resonance
- Print-ready production files for manufacturing
- High-quality functional mockups for investor and sales presentations
- Packaging guideline sheet to ensure consistency across SKUs and future product lines
Part 2: Sensorial Experience Design
This phase turns EDAPT’s refined brand story into a complete, market-ready presence. The work will bring the brand to life for retail buyers, investors, and end consumers—delivering both visual impact and commercial utility.
Deliverables
- Hero campaign production:
- 5 campaign video assets for web, social, and sales use 5 sec
- 3x 15 sec ads or social stories
- Product & ingredient photography pack:
- 12 high-quality shots (still life and in-situ 3 per product)
- 4 Detailed ingredient imagery
- Pack hero shots for press and e-commerce
- Retail & merchandising visuals:
- 3+ styled shop-level photo setups
- Shelf mockups for buyer presentations
- Sales enablement toolkit:
- Digital sales sheets and sell-in materials
- Go-to-market pitch deck
- Pricing matrix
- Messaging one-pagers for THC and non-THC variants
- Social & digital launch assets:
- Social feed design templates
- Paid ad creative variations
- Animated product reveals for reels/stories
- Press & PR materials:
- Launch press release draft
- Press image folder for media pickup
C. Web Design
Your digital presence is the anchor point for both retail and DTC strategies. We will design and develop a high-impact Shopify site using a premium template, fully skinned in the EDAPT brand, with product storytelling and embedded media from the launch campaign.
Deliverables:
Web template customized with the brand’s visual identity
Homepage and core page designs reflecting the brand experience
Integration of brand photography, video, and curated image assets
Clean UX layout for a seamless and calming user journey
Copywriting aligned with the brand’s tone and narrative
CRM templates for email communications
1× welcome series flow to introduce guests to the wellness center and brand experience
Fee Estimation Breakdown
A. Brand Positioning
$7,000 B. Go To Market Assets
$33,000
B. Web Design
$13,O00
TEAM STRUCTURE
To deliver a brand and sensory experience that is thoughtful, elevated, and distinct, the following creative and strategic team will be involved:
Leads insight harvesting, positioning, and audience mapping. Connects cultural context with brand potential to define a relevant and resonant foundation.
Sets the creative vision and narrative tone. Oversees all phases to ensure coherence between strategy, story, and execution.
Guides the development of visual identity, ensuring the brand’s aesthetic is consistent, intentional, and expressive of its deeper values.
Translates strategy into creative direction for campaigns, photoshoots, and branded environments. Oversees image style, composition, and storytelling.
Executes key brand applications digital, print, and environmental—working closely with the design director to maintain visual consistency.
Curates and customizes typographic elements to align with the brand’s tone bringing a sense of craftsmanship and clarity to every touchpoint.
Shapes the brand’s online presence through dynamic and responsive design systems. Focuses on interaction, motion, and web-ready assets.
Develops the verbal identity—naming, narrative, tone of voice, and campaign messaging—with clarity, depth, and emotional resonance.
Terms and Conditions
Cost estimate is based on hours required per resource. In the event that additional work is required a new estimate will be provided for approval by the client. Where possible at least 2 days notice will be given.
REVISIONS
Revisions for each presented concept will be limited to two rounds of revisions per concept. Any additional revisions will be considered as Change Orders and will be estimated and billed separately, upon approval of the client
EXPENSES
Reimbursable Expenses that are not included in the estimate will be billed additionally. Expenses may include, but are not limited to, overnight couriers, messengers, laser prints, scans, file storage, and presentation materials.
PROJECT FEES DO NOT INCLUDE (UNLESS ITEMIZED)
Original music licensing
Voiceover talent or casting
Third-party platform fees (e.g. Shopify apps, CRM tools)
Printing and physical production (labels, shippers, marketing collateral)
Packaging production management beyond design handoff
Paid advertising buys or media spend
Custom animation or motion graphics (beyond included video edits)
Travel costs for in-person sessions or production
Additional rounds of revisions beyond two per deliverable
Legal or regulatory review for THC compliance
Ongoing social media management or posting
Website hosting and domain registration fees
Technical web development beyond Shopify template customization (e.g. custom integrations, backend features)
CHANGE ORDERS
Additional services and responsibilities not outlined in an estimate, including additional components, presentations, revisions, mock-ups, and presentation materials will be considered Change Orders and estimated and billed separately, upon approval by the Client.