Most brands design to stand out on shelf. The smart ones design to slip into daily life. This week’s playbook: How to design products people actually use.
Lauren Miller and her dad already had a CBD brand when they noticed something bigger: people wanted the ease of cannabis without the hangover of alcohol — and without the clunky can.
Their answer was Wims!, a snap-and-squeeze packet smaller than a credit card that can turn any drink into an edible in seconds. Tt’s a case study in how smart design and strategy can outpace bigger budgets.
Design for moments, not just markets. Concerts. Dinner parties. Sports games. Wims! works anywhere people already drink. That gives both consumers and retailers an instant “aha” use case.
Small design, big unlock. Most THC drinks come in cans. Wims! went with a packet smaller than a credit card (the same format used for hand sanitizers and salad dressings). “I wasn’t sure small would work, but I’m so grateful we did. Being able to slip it into a wallet or pocket really aids with portability,” says Lauren.
Unflavored became their bestseller. After months perfecting their Ginger Lime and Lemon Basil variant, Unflavored ended up as their bestseller. Customers love how it mixes with everything, from coffee to champagne.
Let regulations shape your retail strategy. Cannabis laws are a maze. Federally legal, but fractured state by state. Instead of chasing national retail, Wims! focuses on DTC and select in-store experiments. Better to learn early than to pull product off shelves later.
Market insight → Moderation is trending, but the bigger change is behavioral. People want products that adapt to their lives, not the other way around. Portability, discretion, and flexibility are becoming the new table stakes across categories.
T H See how good it is
Anchor your product to occasions, not just audiences
The fastest-growing products don’t force new habits. They integrate into existing ones. Test your product across key moments and help adoption spread.
List 10 real-life moments (travel, dinner parties, concerts, at home)
Test the product in each context
Capture UGC or testimonials to show the range
Design for today, prepare for tomorrow
In regulated categories, what works today can disappear tomorrow. The brands that last are the ones that plan for patchwork rules from the start. Treat compliance as part of product design, not an afterthought.
State-by-state regulations (update monthly)
Packaging, labeling, and discretion requirements
Shipping and DTC legality before scaling