Canopy had been in stealth mode with the name “Haiku” before it underwent a full brand overhaul right before its launch. Rhetorica moved fast along with Smakk Studios on an aggressive timeline to create the voice, brand identity, and core messaging in its sprint to market.

We focused on the brand’s position between beauty and wellness and made cleanliness its differentiator from traditional humidifiers. The copy and tone was spare but warm, and introduced Canopy as an essential part of anyone’s beauty and health routine.