This is a story about defining a category, literally.
CASE STUDY · HIGHTAIL
I N D U S T R Y
CPG / BeverageS C O P E
Brand CreationD E L I V E R E D
Positioning · Messaging · Identity · Packaging · Website · SocialTHE CHALLENGE
Nobody knew what to call it.
Hightail was a new kind of drink for a woman who'd never bought anything like it: someone who loved the ritual of a glass of wine, and for whom "THC" still sounded like somebody else's thing. The labels nearby made it worse. Cannabis drink sounded risky. Mocktail sounded like missing out. It needed a place to land that felt safe to try.
THE SOLUTION
Not a cocktail. Not a mocktail.
A Hightail.
The name was already right. We made it a category. By placing Hightail alongside two things she already knows and orders, the line tells her exactly where it fits in her life: next to the cocktail, instead of the dispensary. Something new starts to feel familiar the moment it has a place to sit.
BEFORE AND AFTER
BEFORE
AFTER
The platform we built everything on. It shows up on the cans, the site, the social — and in Anna's own words when she tells the founding story. A line has done its job when the founder stops quoting it and starts saying it.
Sip in some fun.
We put it in the dictionary. Ours, anyway.
Nothing is less intimidating than a dictionary entry. A pronunciation, a part of speech and one friendly sentence turned an unfamiliar product into a word she could say out loud at book club — and explain to the friend next to her.
A category needs a place to live. The wave runs continuously from one box to the next, so a row of Hightail reads as a single block of color rather than a handful of products. It doesn't find a spot in the aisle. It becomes one.
Designed to own the shelf.
ANNA BASKIN
CEO & CO-FOUNDER
We selected Good Stories Only for Meli’s analytical approach to brand building, identity, and positioning, but we were blown away by her creative prowess as well!
Meli couples a structured approach with deep listening to her client team. She was able to capture the essence of the Hightail brand and bring it to life in a way that exceeded even my very high expectations.
She is professional, prompt, and exceptional at what she does. Further, she is extremely personable and is a joy to work with. I truly feel Meli is a part of my team, and I was very sorry to see our engagement come to an end. I promise this won’t be our last engagement with Good Stories Only!
Meet Halo:
the innocent little sister.
A real category has room to grow. When customers asked for a Hightail they could drink at noon, we designed Halo: same flavor, same system, a brighter and lighter mood. One look at the shelf and she knows exactly whose sister it is.
Ready for another good story?
