BTS with Hike: Equilibria

As a woman-owned business, we were excited to partner with Equilibria, a Chicago-based by-women-for-women CBD company. Founded by powerhouse duo Marcy Capron Vermillion and Coco Meers, Equilibria has an amazing backstory, and we couldn’t wait to help them tell it. Together with EQ, we developed a suite of how-to videos illustrating how to use their most popular CBD products. Afterwards, we regrouped and planned out their brand film.

Because Equilibria has such a distinctive style, we knew we needed to take the proper time to craft production design that would be true to their brand voice. We called on a couple trusty PDs, Sam George at Luna Mojo and Sara Joanou, to curate our art direction. With lots of greens, gold, and velvet, we were able to match the lively but elegant energy Equilibria brings to its branding.

We were particularly inspired by EQ’s clean, modern packaging. We wanted the art direction to match for our product beauty shots, but we didn’t have access to a studio for a controlled environment. Using a dolly, plexiglass, and white tabletop, we were able to achieve a smooth, crisp tabletop look in the comfort of the EQ headquarters.

Promoting the work of another women-owned business was extremely rewarding. As Equilibria co-founder Coco points out, women received only 3% of venture capital funding in the United States in 2020. We are so grateful for the opportunity to support our fellow WOBs. 

Take a look at the EQ brand film here!