Creating a new CBD wellness brand

Our consumer and lifestyle specialists worked to build an innovative CBD brand from the ground-up on behalf of leading global cannabis firm NorthernSwan. Envisioned as a new European CBD brand called MUSA, The Agency Partnership was tasked with developing all brand assets from strategic brand positioning, through to an integrated launch campaign.

Our planning and research teams began with the detailed task of market and customer identification across Europe, drawing insights and trends within each to inform and develop a distinct brand position, narrative and core messaging that would differentiate MUSA as a lifestyle and wellness product, amidst a rapidly crowding CBD market.


As trusted partners, we directed the building of the MUSA brand from its inception, working closely with the client’s business development teams in both the US and UK. Harnessing the power of our integrated communications structure, our multi-disciplinary network led every stage of MUSA’s brand development from strategic positioning, through creative development of design and advertising, to communications / media planning, and execution.


The final brand is distinctive and born of insights into consumer motivations, alike nothing else in its market. The positioning and creative concept for the product, encourages consumers to “find your self” deliberately playing on MUSA’s enabling of users to unlock their best self, whilst presenting an intriguingly unusual, and meaningful, linguistic separation of the word ‘yourself’. All this was brought to life in beautiful visual storytelling for paid, earned and owned channels, perfectly pitched to resonate with the audience and drive sales.