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Proposed label designs for a CBD infused naturally flavored tonic. The target audience were “authentic, fun, fearless and social women 21-30 years old; seeking amazing experiences; they are new to, and curious about, CBD infused products.” Inspired by the product name Mad Lilly, I envisioned a persona that possessed a modern, elegant vibe with a touch of wit. I presented quite a variety of designs for the initial presentation; each direction highlights different perspectives of the brand persona.