Herb & Bloom

Brand + Web Development

Branding

UI/UX

Development

Launching Tilray's Premier Alternative Beverage Brand Online

The Challenge

Tilray needed to build a new brand from the ground up. They came to Catalysis with the goals of finalizing the brand's visual and tonal direction, creating a website to support direct-to-consumer sales, and developing a go-to-market media plan that would drive product visibility and performance. The aesthetic inspiration came from classic cocktail culture and speakeasy design—sophisticated, layered, and elevated. Catalysis was tasked with translating that mood into a cohesive identity and digital experience, with enough flexibility to evolve alongside the brand’s growth.

Our Approach

The engagement began with a strategic discovery phase. Catalysis conducted a competitive analysis of leading D2C beer and Delta 9 brands to identify whitespace opportunities in customer engagement, service expectations, marketing approach, and pricing models. These findings informed the development of a lightweight brand kit and creative mood board that laid the foundation for the brand’s tone and style.

We then created a visual system and design language that balanced elegance with edge—drawing on Herb & Bloom’s packaging while introducing original elements to enhance the digital storytelling. Our creative team translated this brand direction into a fully wireframed and designed Shopify site, including four core content pages, a store locator, and entry gating based on age and country. Custom graphics and enhanced photography helped bring the brand narrative to life. The site was developed and deployed with backend tagging and Google Analytics tracking to support future paid media efforts and ongoing performance measurement.

Outcome

Catalysis delivered a distinctive and polished digital presence that introduced Herb & Bloom as Tilray’s first entry into the alternative beverage space. With a strong brand foundation and a Shopify storefront built for growth, the project enabled Tilray to confidently launch, market, and sell Herb & Bloom directly to consumers while laying the groundwork for future expansion across the category.