In a year confined and defined by the coronavirus pandemic, Americans turned to cannabis in record numbers. Publically-traded Liberty Health Sciences engaged TheorySF to design two brands from the ground up. One for THC and one for CBD. Our SOW included strategy, naming, branding, digital creative to packaging. The ask was for the brand to take people on a much needed journey that did not require leaving the house. Thus, Uvoya (your voyage) was inspired and crafted by space travel and exploration. From strategy to naming to branding and packaging, we built and entire toolbox that enabled the brand to have liftoff in an increasingly crowded space. When the brand was released to Wall Street, Liberty Health Sciences stock jumped 10% in one day.