BLVNT

the brief

BLVNT creates cannabis cosmetics for women everywhere.
They came to us wanting to:

  • Reflect their brand mission and values - that makeup is self-expression, plant science is worth celebrating, and people should get to be whoever they want to be - all while staying true to their voice: bold, irreverent, science-based, and radically inclusive
  • Debunk misconceptions that cannabis cosmetics = psychoactive
  • Spotlight their key ingredients (CBD, hemp seed oil, terpenes) in a way that celebrated plant science without putting the audience to sleep
  • Encourage empowerment, love, and acceptance - but break away from “hippie wellness” tropes
  • Drive social engagement and traffic to their website

Client
BLVNT

Goal
Social Engagement, Traffic Generation

Video Length
1m 5s

Timeline
8 weeks

Tone & Feel
Punchy. Irreverent. Science-backed. Empowering.

Audience
Women ages 21–50, from all backgrounds, identities, and walks of life.

We identified that BLVNT’s core message would benefit from being said all together in a custom story rather than split apart, so we strategically recommended a film. Additionally, they needed the content to live on their website and on their social media, so we crafted both a landscape and a portrait version of the final deliverable.

We started with brand positioning - helping BLVNT carve out space between two extremes: the soft-focus world of wellness skincare and the outdated cannabis stereotypes they were faced against. Their products are sleek black and gemstone red, so those establish the foundation for the brand vibe. The heart, a key brand element in the middle of their logo, was incorporated all throughout the design.

Next came messaging and scripting. We leaned into BLVNT’s unapologetic tone, using sharp, conversational narration peppered with cultural stereotypes - only to flip and debunk them. The script purposefully tackled loaded phrases like “too much makeup”, “false advertising”, and “snake in the grass”, reframing them as symbols of empowerment, identity, and choice. We also infused education directly into the story, explaining the science behind BLVNT’s ingredients (CBD, hemp seed oil, and terpenes) in a language that felt more TikTok than textbook.

The story closed with a clear invitation: makeup is self-expression, and BLVNT supports you being whoever the f*ck you choose. The art direction chosen leans on high-quality photography, products showcasing as art, and high-contrast colors that grab attention. The final film became a foundational piece for BLVNT’s website and social campaigns, helping them introduce their brand voice to the world and spark early engagement with their target audience.

Got a question?

hello@kutzpa.com

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