Floe State Messaging
With a focus on wellness-oriented CBD oils, Floe State speaks to consumers who are often new to cannabis and who may be feeling apprehensive. A full rebrand of the former Floresense lineup, this project involved building a new verbal identity from scratch to support a minimalist brand targeting both wellness-curious millennials and older, health-conscious consumers. The goal was to establish a brand that felt as straightforward and approachable as the products themselves — welcoming and supporting new consumers on their cannabis wellness journey.
Company: Motif Labs (Organigram)
Brand: Floe State
Art Direction (Copy): Hilary Lucio
Copywriting: Hilary Lucio
Strategy: Amanda Boltë, Keith Moore, Hilary Lucio
Simple, never basic. Straightforward and clean-cut, Floe State keeps it simple. All about the facts and the product, Floe State doesn’t get bogged down in metaphors and innuendo. The Floe State approach to communication is all about accessibility, warmth, and clarity.
The core challenge was building a verbal identity that could communicate Floe State’s benefits with confidence and clarity without relying on effect claims (which are strictly prohibited by regulations) or flashy language. With no flavour, odour, or psychoactive effects to dramatize, the copy needed to position those qualities as intentional advantages. The language also had to carry a strong educational component to make product details clear and accessible to consumers who have little to no cannabis literacy, while conveying safety, purity, and intended use with authority.
The voice was built on approachable education: friendly, clear, and jargon-free — equally natural for speaking to a 30-something best friend or an 80-year-old grandmother. With regulatory limitations around effects, product storytelling focused on environment and experience, using soft calls to action to frame each product as a lifestyle tool rather than a therapeutic solution. The Simple, never basic tagline solidified the brand’s positioning: straightforward, thoughtfully designed, and easy to use. That confident yet welcoming tone carried through every touchpoint.
Language Scales
Language scales offer clear, consistent guardrails for tone — making it easier for any contributor to quickly understand and apply the brand voice across touchpoints.
Emoji Scale
Measures visual flair through emojis, symbols, and icons.
Use your words
✏️🔥🌶️⭐️👽
Spice Scale
Tracks use of innuendo, profanity, and provocative language.
Saintly
Rated R
Technical Scale
Captures complexity, jargon, and technical phrasing.
Academic
Layman
Brevity Scale
Defines how short, punchy, or detailed the language is.
Less is more
More is more
Playfulness Scale
Gauges personality, humour, and playful energy.
Play it cool
Goofball energy
Formality Scale
Measures professionalism versus casual, conversational tone.
All business
All party
Product Description System
A product description system ensures scalable, consistent copy across product families — freeing writers to focus on unique SKU stories that build loyalty and excitement.
Short Description
Enter your Floe State with CBD 100, a virtually flavourless and odourless CBD oil with a high dosage of 100 mg/mL. Simple, never basic.
Long Description
Enter your Floe State with CBD 100. Virtually flavourless and odourless, this high-dose CBD oil is made with just two ingredients — highly purified CBD isolate and premium MCT carrier oil — for a pure, high-quality product that you can trust. While this impactful oil may seem simple, it’s anything but basic with its high dosage of 100 mg of CBD per mL, little-to-no THC, and an easy-to-use dropper for accurate dosage control.