BRAND EXTENSION | PRODUCT STRATEGY
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.
PROJECTED FUNCTIONAL BEVERAGE MARKET
$353.4B by 2030
already drink functional beverages biweekly
80% of Gen Z
75% of Millennials
LOWEST CONSUMPTION IN 50+ YEARS
Only 54% of adults drink alcohol.
$124B PROJECTED CBD MARKET BY 2032
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.
The White Space
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
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
THE TEAM:
Jake Mckay: Go-to-Market Strategy
Emma Foy: Consumer & Category Research
MY ROLE:
Brand Strategy, Brand Narrative,
Product Design, Product Strategy