Dollop is a CBD startup based in New York City, launching its brand in Japan. We worked with Dollop to evaluate product-market fit, develop its brand essence from the ground up, and to produce product packaging and content. CBD has been slowly progressing into the mainstream market in Japan. We found it critical to understand the nuances about consumer values and perceptions to successfully launch the brand in the category that used to be highly niche. We conducted on-the-ground research in Japan to evaluate the product names, packaging and overall branding and produced content according to the feedback from the local audiences.