SALT case study · CREST Q2 2025

Rare
Earth
Global

An industrial-hemp ingredients company repositioned from a carbon story to a ‘super ingredient’ story, splitting into two named sub-brands - just the beginning of building out their product offering.

Visit rareearthglobal.com ↗

Starting point

Their challenge, in their own words: a high price point for industrial customers, mitigated by “valorising the waste stalk, which we sell into the construction industry” - two very different audiences to speak to. The challenge lies in keeping this brand tied together while building out the subbrands in a way that each audience understands, but also is atracted to.

CREST Compiled Questionnaire, 11 Jul 2025 - questionnaire

Discussion with the team

16 Jul
Internal feedback was that the company was “setting themselves short” building around carbon emissions - they needed to pivot to hemp as a “super ingredient.” Two working sub-product names floated.
Hawaii 1:1 #2
21 Jul
Four tone-of-voice approaches proposed - farmer-focused, industrial, general ingredient supplier, investor-specific - anchored in one consistent sustainability story.
Hawaii meeting 3
14 Aug
Investor-pitch problem framed directly: simplify the message that hemp replaces fossil fuels and deforestation-linked materials, into a 5-minute pitch.
Intro call

Chosen direction

“The logo is a hemp plant that grows with the business. Rare Earth is the roots and first shoots, Kronos adds a new leaf and Prana goes a step further, so every future product can take the next stage of the plant. We gave each brand its own colour territory, green, red-brown and blue, so they sit side by side on a trade stand without ever being confused.”

Anandi, Design Direction

“Leading with carbon was selling them short, because the stronger story was hemp as an ingredient that performs. A cement buyer and an aquafeed buyer care about completely different things, so splitting into Kronos and Prana let each brand talk in its own facts: carbon stored in every structure for one, feed conversion for the other. Rare Earth holds the bigger picture.”

Chevaun, Strategic Direction