TONIC is all about the vibe. It's vital to the brand that the voice behind it is as soothing, helpful and mellow as the very CBD oil they sell. Before we came along, it was mostly an unpolished first-person account of the founder. As one of my longest-running clients, we grew the brand into a community of 7k to 20.3k followers on Instagram. In my writing, every post needed to balance newcomers and loyalists alike with information on the benefits of CBD on the endocannabinoid system alongside relatable and vulnerable human warmth.