Blank&: Conscious essentials

A company born from the idea of harnessing the superior benefits of all-natural CBD in skincare and cosmetics, Blank& needed a partner who could create a bespoke brand that does justice to its essence — one that understands the finesse of branding CBD-infused products in a graceful way. Finding a voice — both visual and verbal — that captures and presents CBD, the brand, and its products in a beautiful, Nordic light.

Often, CBD products are branded with a cheap, “here’s that leaf motif you know” image. With Blank&, we wanted to flip the script. Game-changing, magnetically alluring, and upright became not only aspirations but the very core of the brand itself. From naming to visual identity and packaging, we set out to create a brand that doesn’t live behind closed doors, but one you “forgot” on display as guests arrive — a product your favourite influencer would be influenced by.

The name Blank& evokes the blissful thought of wrapping yourself in a soft blanket, but it also hints at the zen-like calm that CBD cultivates. A subtle wit that feels elegant. The identity draws inspiration from the idea of progressive luxury — magnetic meets authentic, pioneering pairs with natural. It spells out toxic-free without shouting sterile or the outdated idea of “organic.” Something for the gen-conscious, equipped with modern ambition, to feel zen in their skin. 

The visual treatment highlights the beauty of the natural — finding the soft and elegant side of skincare and cosmetics. Blank& is a brand that can showcase lubricant as artistic rather than sleazy. 

One may say that in cosmetics, the product is the packaging — and we do not completely disagree. Continuing the ethos of the brand, the packaging delivers luxury chic in a modern, down-to-you style. Opening the package is a ritual reminiscent of unboxing jewellery from your favourite designer. The colours of the packaging not only look absolutely stunning in your bathroom but also create a system to figure out what to apply where at a glance. 

Instead of solitude, we wanted the brand to be a shared expression. For example, Blank&’s name, and the blank after the “and”, create space for new products and curious collaborations. 

In addition to both challenging and charming the natural skincare category, Blank& emerged as a statement piece — a collection of conscious essentials for the internet’s favourite beauty specialists. The story and intention of the brand shine through each product, making it instantly recognisable and easy to fall in love with. Beyond social media fame and clout, Blank& and its products have been recognised in various competitions. As the winner of the New Brand title at the European Natural Beauty Awards, Blank& showcases how a well-crafted strategy and story can not only make people fall in love with a product but also change perceptions of CBD. Now, how’s that for game-changing?

“Werklig not only created a visual and verbal identity for our brand but bottled its essence into something you can’t keep your hands off.” - Noora Shingler, CCO