To create a high end cannabis brand for the emerging recreational market.
The first step was research, and I had a lot to learn about cannabis; cultivation and genetics, effects and medical usage, THC and CBD, manufacturing and extraction processes, and most challenging, the shifting landscape of California regulations. Depth of knowledge is key to brand authenticity, which can make or break a brand in such a competitive and deeply rooted culture.
Before the brand strategy, I was excited to get started on the identity. The client was very receptive to ideas, so the process was very positive and collaborative. I was able to shotgun ideas initially, and really dial in the refinements. We agreed on the fire and crown symbology, with an ‘anointed’ connotation, but getting it to ‘feel right’ was a process, and my comfort zone leans toward graphic over illustrative.