The focus was put on education and well-being, aiming to make cannabis approachable rather than intimidating. Through team workshops, we aligned on a message of “ease,” trust, and openness—emphasizing that cannabis can serve a wide audience without losing its sense of responsibility.

By highlighting expertise over hype, a brand was created that reassured skeptical customers and appealed to a health-conscious crowd.

Working closely with the founders and select agencies, we refined the website, established consistent social media plans, and navigated legal hurdles around cannabis promotion. Annual campaigns, local events, and a unified tone of voice helped Hanf im Glück gain traction in a highly regulated market.

Today, Hanf im Glück stands out as one of Germany’s leading consumer cannabis brands, known for its genuine and informative approach. With a cohesive visual identity, an enhanced website experience, and social channels that resonate with both newcomers and loyal followers the brand feels more complete.

Media coverage increased significantly, and educational content converted skeptics into steady supporters of a more open, informed cannabis culture.

Despite challenges in the broader CBD market, the strong brand foundation continues to fuel new initiatives—like “Pop-Up Social Club” events—while maintaining a committed customer base and championing the normalization of cannabis in daily life.