THE ASK

Help Diaspora expand into a new product category.

The Category Problem

The CBD drink category is a sea of washed-out colors, artificial fruit flavors, and vague sugar-coated promises of calm.

THE INSIGHT

People are more stressed out than ever but modern wellness has lost touch with what made it meaningful.

THE SOLUTION

Rishi by Diaspora: A CBD-infused product line grounded in the spice-led, culturally rooted flavors that Diaspora already owns.

75% of Millennials & 80% of Gen Z already drink functional beverages biweekly.

75% of Millennials & 80% of Gen Z already drink functional beverages biweekly.

ONLY 54% OF ADULTS DRINK ALCOHOL— A RECORD LOW.

The decline of alcohol culture has
opened the door for CBD.

Stress relief, relaxation, clarity

— without the hangover.

ONLY 54% OF ADULTS DRINK ALCOHOL— A RECORD LOW.

The decline of alcohol culture has opened the door for CBD.

Stress relief, relaxation, clarity — without the hangover.

The Problem

The CBD category is a sea of washed-out colors, artificial fruit flavors, and vague promises of calm. None of it feels intentional. None of it has roots.

But using CBD for relaxation isn't new.

It's ancient.

BHANG. INDUS VALLEY. 1000 BCE.

But using CBD for relaxation isn't new.

It's ancient.

BHANG. INDUS VALLEY. 1000 BCE.

The White Space

No CBD drinks embrace spice-led, culturally grounded flavor. Modern wellness lost its roots.

Diaspora knows where to find them.

No CBD drinks embrace spice-led, culturally grounded flavor. Modern wellness lost its roots.

Diaspora knows where to find them.

Thandai

CBD-INFUSED VEGAN THANDAI

fennel • rose • saffron • cardamom

Linalool brings a calming, floral softness, while safranal adds

a warm, mood‑lifting glow. A creamy, aromatic unwind with ashwagandha for natural ease.

relax

COOLING • FLORAL • CREAMY

Thandai

CBD-INFUSED VEGAN THANDAI

fennel • rose • saffron • cardamom

Linalool brings a calming, floral softness, while safranal adds

a warm, mood‑lifting glow. A creamy, aromatic unwind with ashwagandha for natural ease.

relax

COOLING • FLORAL • CREAMY

Golden Milk

CBD-INFUSED TURMERIC LATTE

turmeric • ginger • cinnamon

Linalool from cardamom adds calming aromatic softness, while caryophyllene from black pepper brings grounding warmth. Turmerone from turmeric offers a gentle, golden calm — with rhodiola for natural resilience.

restore

WARM • SPICED • GROUNDING

Golden Milk

CBD-INFUSED TURMERIC LATTE

turmeric • ginger • cinnamon

Linalool from cardamom adds calming aromatic softness, while caryophyllene from black pepper brings grounding warmth. Turmerone from turmeric offers a gentle, golden calm — with rhodiola for natural resilience.

restore

WARM • SPICED • GROUNDING

Jal Jeera

CBD-INFUSED HERBAL TONIC

cumin • coriander • mint

Pinene supports mental clarity, while limonene brings an up-lifting brightness. A refreshing, spice‑driven reset for

your mid‑day slump — with ginseng for natural vitality.

reset

TANGY • HERBACEOUS • BRIGHT

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THE TEAM:

Jake Mckay: Go-to-Market Strategy

Emma Foy: Consumer & Category Research

MY ROLE:

Brand Strategy, Brand Narrative,

Product Design, Product Strategy