The potential benefits of cannabis to improve our sleep, anxiety, or pain are real, but the research hasn't caught up. Scoutwell uses your individual data to transform cannabis from recreation to function. Through a brand ecosystem of sleep tracking and cannabis products, Soutwell allows you to use your own data to learn if cannabis is effective in improving your sleep, and what dose and formula is the optimal combination. For a brand in a crowded space, differentiation meant a tension between still narrow cultural connotations and heavily medicalized applications. The resulting brand focuses on the benefit to the users—parts of life made possible, or improved, by a good night's sleep.