![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/6a835d4c-606a-478c-b913-854fbbc63353_rw_3840.png?h=0c9450e87fa42009d41d5ea653d11dca)
Challenge
A leading medical cannabis company in the Midwest was looking to create a brand that would be consumer-facing now that cannabis was legalized in Midwest states. They wanted a brand image targeting 20-35-year-olds skewed more masculine and had a gritty, urban edge. In addition, this would be a premium offering at a higher price point. Product forms at launch include flowers, pre-roll joints, concentrates, and edibles.
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/392364c9-cf89-4322-ba29-87cecd2685fd_rw_1920.png?h=307807340f78477a0cfa3c6e14b7d02a)
Concept Inspiration
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/dce3c2ab-9447-49d6-8c8b-a0b11954ea71_rw_3840.png?h=82af930fc0d0f41b77c68097e5299c58)
Naming and logo mark iteration
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/44806aa3-3891-46fc-a9f7-f90ae0e8eddf_rw_1920.png?h=3e745bfd914534702afe962588997341)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/90592878-a683-4a48-abb8-436fb02ecd93_rw_1920.jpg?h=7549c77992c32cec399d5159fd27c9af)
Graphic Application
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/c8466681-b98b-41ce-bcdd-6bd575390f96_rw_3840.jpg?h=6b24b2fe5c2320067f415efaa12b9680)
Packaging
The packaging embodied a dash of elegance while still maintaining the urban, youthful feel.
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/6d5c595b-6984-4931-8895-29f648a05304_rw_3840.jpg?h=1801daff1c2cf68d7cc011728fec2384)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/bc201596-2676-4cb3-b10e-7a8db4f35e74_rw_3840.jpg?h=f2c0aefb187295e92bfda86b5af3bba5)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/8bdb4047-9610-4bfb-89bf-6a954566c20f_rw_1920.jpg?h=0fce2abbf088340273a4c779d95b78b2)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/bbc9b545-d607-4463-ba97-3581ad8b19c3_rw_3840.jpg?h=1a1397188901e1cfa3d39210973e1991)