vaay

Vaay, a German CBD brand part of the Sanity Group, was facing slow growth due to several factors: at launch, the brand focused primarily on product and sales efforts without creating a story behind the brand lacking an emotional connection with the customer. With a lack of vision for the brand, vaay did not create significant differentiation from other CBD brands on the market.

YC positioned Vaay as a hyper-modern, relying on relevant connections and tapping into the current culture to create a brand - and a community - that customers not only wanted to be associated with but felt deeply connected to. By analyzing the current market and new consumer behavior, we refocused the brand towards intentional consumption, education, and the relationship between product, benefit, and desired experience. This pivotal shift set Vaay on a new mission: To generate a radical cultural shift by fostering creative expression. This opened up opportunities to create community among customers by presenting spaces to connect, learn, and grow.

Vaay’s new strategy is able to provide both a platform where cannabis users elevate the experience through the celebration of self-expression, expansion of the mind, and exploring one’s own limitless creativity. YummyColours extended this structure to successfully integrate their medical THC brand Avaay, opening up an easy transition to include THC products once legalization will be implemented in Germany.