This is a story about
defining a category, literally.
CLIENT
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SECTOR
B2C / CPG
STAGE
Pre-Seed
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INDUSTRY
Beverages
(Ready-to-Drink)
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The Company & The Ask:
A premium, low-dose THC beverage designed for modern women seeking real, guilt-free moments of levity.
Hightail came to us with a clear audience, emotional insight, and a bold idea: this wasn’t just another drink, it was a whole new category. They needed a full brand built from scratch that felt elevated, relatable, and ready to stand out on-shelf and online.
The Solution:
We didn’t just build the brand, we helped define a new category.
Not a cocktail. Not a mocktail. A Hightail.
Through confident tone of voice, elevated design, and a clever dictionary-style concept, we gave the brand a look and feel that felt instantly fresh and premium. All anchored by the playful, unmistakable promise: Sip in Some Fun.
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SCOPE
BRAND CREATION
Brand Positioning
Brand Identity
(Design System, Messaging System)
Brand Building
(Website, Packaging, Social Templates, Branded Collateral)
/ hi-tail / [ Noun ]
A new kind of drink deserves a definition. We gave Hightail one: clever, clear, and instantly familiar.
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Differentiation in a Crowded Market
Designed to Own the Shelf
While most brands shout in saturated neon, Hightail chose sleek black to stand out through contrast, instantly signaling premium. And at retail, the packaging works harder: the wave design stretches across boxes when stacked, turning a shelf into a unified, ownable billboard.
“She nailed it. I hated the black at first. [Then] she showed me a bunch of pictures of all the competitors…and she was right. It’s unique and premium, and was exactly the way to go.”
Anna Baskin | Co-Founder & CEO
Since the launch
Hightail has received 100% positive response. Major investors on the advisory board urge using the tagline even more; they’re calling it “our Nike.”
“We look like we’re a category leader, even if we’re just launching. That’s the power of the brand.”
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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!”
Why did Hightail go with Good Stories Only?
Anna talked to a few agencies. She picked the one that actually made sense.
Structured & Professional: Delivered scope clarity, timelines, and updates with precision.
Creative Yet Analytical: Combined left-brain logic with right-brain storytelling.
Personal Attention: Meli did the creative work herself. No unclear team structures.
Straight Talk: Avoided “agency speak,” which Anna found opaque and vague.
