Uvoya
Brand Strategy/Identity/Design/Campaign
“Blaze It”
In a year of isolation, we helped Liberty Health Sciences launch a brand that offered escape—not through fantasy, but through elevated exploration. Uvoya invited consumers on a personal journey, transforming cannabis into a gateway for curiosity, calm, and self-discovery.
Problem
In the middle of a national lockdown, cannabis consumption skyrocketed—but so did category clutter. Liberty Health Sciences saw a unique opportunity to stand apart with not just a product, but a brand. They needed two distinct cannabis identities—THC and CBD—that felt strategic, compliant, and deeply emotional. The catch? They had to be built entirely from scratch.
Solution
We uncovered a simple truth: consumers weren’t just looking to consume—they were looking to escape. So we built a brand around the idea of exploration. Uvoya—short for “your voyage”—was born as a sophisticated, sensory-rich brand experience that traded stoner clichés for subtlety and wonder. Inspired by space travel and inner journeys alike, the identity system evoked curiosity at every touchpoint—logo, packaging, voice, and digital.
Result
• Liberty Health Sciences stock jumped 10% on launch day
• Uvoya stood out immediately in one of the most saturated categories in the U.S.
• What started as a product became a platform—transforming a launch into a defining brand moment
