Founded on the core principles of bettering your health, planet and adventures, Windward is committed to providing the highest-quality Hemp CBD wellness products while setting new standards for environmental and social responsibility in the hemp industry
Position / Co-Founder, VP Product & Marketing
Brand + Product Design
Windward takes its name from the freedom we find in the mountains, oceans and wild places, where the wind blows strong and the birds soar in the sky. Whether sending climbs, paddling into waves, floating through powder or flowing down trails, the adventures that invigorate us and instill balance often bring physical wear and tear. Our everyday routines can take a toll on both mind and body, too. Windward is for adventurers, athletes and Earth enthusiasts.
Formulation
Under the guidance of Ph.D. chemists and master herbalists, Windward products are formulated to assist athletic performance and everyday health in sleep, stress, stamina and recovery. A first of its kind offering, each product combines the benefits of organic Full-Spectrum Hemp Extract with health-supporting botanicals and adaptogens. The synergy between plants and their active compounds enhances the entourage effect when taken in combination, creating a greater effect than CBD alone.
Packaging Design
Though hemp is a federally legal crop in the US, ingestible hemp CBD products continue to operate in the gray due to unclear FDA regulations. Windward packaging was designed to express the brand and communicate product integrity and efficacy. The tinctures are positioned as hemp supplements and all packaging is designed to follow FDA supplement and cosmetic guidelines.
Products are packaged in Miron Violetglass to extend the effective lifespan of ingredients and boxes are made from 100% PCR paper.
Digital
windwardgoods.com is a hemp e-commerce site focused on education and transparency. Utilizing the founder’s voices and upholding the highest customer experience standards, it was imperative to establish a trustworthy foundation for consumers in a saturated market of CBD products.
Women’s Wellness Campaign
A female-focused campaign developed to communicate the purity of Windward products and their plant-based ingredients. Real-life user scenarios are combined with natural elements to evoke a welcome sense of calm and clarity. Shot for use in digital, print and retail applications.
My Role / Brandy Strategy / Creative Direction / Product Development
Brand + Packaging Design / Tony Dekleine
Logo Design / Andrew Harner
Web Design / Peter McBride
Lifestyle Photography / Donnie Lloyd Hedden Jr.
Product Photography / Luke Atwood Abiol / Ryan Murray
Women’s Campaign Creative Collaborator / Claudia Kruse
Women’s Campaign Styling / Olivia Crouppen