Premium CBD drinks brand Goodrays has unveiled a full brand overhaul, as it aims to reset category expectations and attract a more health-conscious adult audience.

The rebrand, which the beverage brand says is inspired by “The Power of Calm,” launches first in Waitrose before rolling out across Tesco, Sainsbury’s, Morrisons, Ocado and Amazon in the coming weeks.

It has seen changes including new packaging, a refreshed logo, new typography, a fresh colour palette and revamped website, in a bid to challenge the visual conventions of the functional drinks category.

The brand said the redesign also includes simplified, benefit-led messaging to demystify CBD and drive trial among mainstream consumers.

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Goodrays head of marketing Richard Pilbeam said: “Calmness is about so much more than switching off or zoning out.

“It empowers us to be the best version of ourselves. With the rebrand, it wasn’t just a visual rebrand, we wanted to reposition calm as an enabler to break away from the ‘zoning out’ stigma often linked to it.

“We truly believe that calmness is a powerful thing. With the rebrand and our latest Series A funding, we plan to educate and enable our fans to discover The Power of Calm – aiming to help people to tune in to their surroundings.

Founder Eoin Keenan added that the drinks industry has traditionally overlooked mental wellbeing, with supermarket shelves long dominated by high sugar and caffeine-heavy options.

“For the last fifty or so years, the drinks industry has been pretty bad at addressing mental wellbeing, with our supermarket aisles dominated by high sugar and big caffeine,” she said.

“We’re here to change that. This rebrand and new messaging is all about educating the consumer, breaking the category norms and ultimately offering modern health-conscious consumers the best consumer experience possible.”

The new revamp comes after Goodrays completed a £5m Series A funding round earlier this year, supported by Guinness Ventures and a range of institutional and celebrity investors.