VAAY is on a mission to demystify the world of CBD in Europe. VAAY’s education-first approach showcases the benefits of CBD, which has helped make their products and ingredients ubiquitous in the European health & wellness diaspora.

Verbal+Visual leveraged the eclectic branding to imagine a digital experience that feels more magazine than e-shop, one that educates customers and highlights their thought leadership on behalf of the entire industry.


Strategy & Roadmapping Omni-Channel & Multi-Market Planning Customer Surveys & User Testing User Experience Design & Prototyping Shopify Plus Design & Development 3rd Party Platform Setup & Integrations International Expansion


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01 Find Your Fancy

Within this rapidly evolving & growing industry, an informative customer discovery process can make or break a brand. Customers have to trust the brand and clearly see the value proposition of the product itself, quickly and easily.

To ease the customers through their journey, we grouped VAAY’s products into three categories of benefits: Relax, Recover, and Sleep. It’s a quick and easy way to explore products by their purported health benefits, giving customers peace of mind for their purchase.

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02 Learning the CBD Lingo

The new e-comm experience features multiple touchpoints for customer education that are easily accessible and non-intrusive during shopping.

For example, the glossary tab is a global element that expands to a full page menu of CBD terms for novice and experienced users alike.

In addition, each product page contains a “What Is this?” call-to-action that opens into a pop-up, explaining what the product is and how to use it.

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03 Big, Bold, Electric

The new in-your-face design achieves bold impact upon landing. Large buttons invite inquiry, encouraging customers to explore, shop, and learn. Page borders change depending on the product line you’re viewing, and testimonials inform potential customers about health benefits directly from other customers.

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04 International Flavor

The appeal of CBD is spreading internationally, and VAAY’s digital experience is growing alongside it. A recently completed UK expansion is just the start. VAAY's new site can scale to new countries quickly and easily as those countries open their doors to the positive power of CBD.

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