Fieldwell CBD Branding Guidelines — Trademark & Naming Conventions

Overview

These guidelines capture the brand standards established during the October 17, 2025 design review for the Fieldwell CBD and Take 9 product lines. They cover trademark usage, consistent naming conventions, and the deliberate positioning of Fieldwell relative to its parent extraction company, American Extractions.

See also: ^[1] | ^[2]

Trademark Usage

Fieldwell™

• The brand name Fieldwell carries a TM mark and should be written as Fieldwell™ wherever the brand name appears in body copy, footers, and navigation.
• The logo itself reads "Fieldwell" — the website domain was previously styled as "Fieldwell CBD," but the trademark applies to Fieldwell alone, not the full phrase "Fieldwell CBD."
• Example footer treatment: Fieldwell™ — all rights reserved.

American Extractions™

• American Extractions holds a separate trademark that applies specifically to their extraction technology/process, not to Fieldwell products broadly.
• When referenced on the Fieldwell site, the framing should be: "this specific extraction technology is a trademark of American Extractions" — not a general claim that all products are American Extractions products.
• See #Distancing From American Extractions below for guidance on when and how to reference the parent company.

Naming Conventions

Take9 (formerly "Take 9")

• The product line name is written as one word: Take9 — no space, no hyphen.
• This applies consistently across:
• Navigation menus (header and footer)
• Product page headings and category labels
• Hero image copy
• All body copy and blog references
• Any legacy instances of "Take 9" (two words) should be corrected site-wide.

Delta 9 THC

• When referencing the cannabinoid, use Delta 9 THC (full form) as the primary label for accuracy and compliance.
• Shortened forms ("Delta 9" without "THC", or "THC" alone) are acceptable in secondary/SEO contexts where capturing varied search intent is the goal.
• Do not call out terpenes, CBG, CBN, or other minor cannabinoids in product labels or ingredient callouts — simplify to THC and CBD only.

Distancing from American Extractions

Fieldwell CBD is a retail brand built on American Extractions' products, but the two brands are intentionally kept at arm's length on the Fieldwell site. The following principles apply:

1. Do not name American Extractions as the supplier or manufacturer in general brand copy (e.g., on the About Us page or homepage).
2. Do speak to the benefits and quality of the extraction process (e.g., whole-spectrum, quality sourcing) without attributing ownership of that process to Fieldwell.
3. The correct framing: Fieldwell sources and curates the best products — it does not claim to own or operate the extraction process.
4. The incorrect framing: "We own our own extraction process" — this was flagged for removal from the About Us page during the design review.
5. When a trademark attribution to American Extractions is legally necessary (e.g., in a footer disclaimer), it should be scoped narrowly to the extraction technology, not used as a general brand association.

"We're basically trying to say we get American Extraction's best stuff. We're not trying to say it's ours as Fieldwell. But we're not naming them."
— Caitlin Doak, Oct 17 2025 design review

Application Checklist

Use this checklist when reviewing any new page or content asset:

• [ ] "Fieldwell" is followed by ™ on first or prominent use
• [ ] Product line is written as "Take9" (one word) throughout
• [ ] Cannabinoid labels use "THC" and "CBD" only — no terpenes, CBG, CBN callouts
• [ ] Delta 9 is written as "Delta 9 THC" in primary copy
• [ ] About Us and brand copy does not claim ownership of the extraction process
• [ ] American Extractions is not named as a general supplier in consumer-facing copy
• [ ] Any American Extractions TM reference is scoped to extraction technology only

Related Decisions from Design Review

Source

Decisions captured from: ^[2]
Attendees: Karly Oykhman (Asymmetric), Caitlin Doak (Fieldwell / American Extractions)