Bzam cannabis worked with me to build a value-oriented brand to live under their umbrella. They already had a well-defined house brand, as well as a lush, beauty-driven, 70s inspired line, so the first task was to find a niche that would work for a budget-concious consumer.
After pitching a few concepts, we settled on a direction that had a low-budget DIY vibe that celebrated the creativity that emerges out of limitation. It's a brand and visual toolset inspired by dollar store signage and a voice driven by dry humor and self-deprication.
The result is a brand that feels streetwise and polished, positively surprising the consumer with delivery on its promises of value and accessability.
A dual message of sophistication and value are delivered by simple shapes and a mix of colors inspired by second-hand stores, generic brands, with a touch of creative-class refinement. Patterns nod to mid-century Canadian design and sparse layouts and arresting color combinations are inspired by the 80s minimalist Canadian Noname brand.
The voice is aware of itself as a budget friendly brand, but one that doesn't suffer from genericness. It's confident in its position in the market, and happy to poke holes in itself, breaking walls and injecting self-effacing humor.
It celebrates creativity created by limitation. The vibe is — with only a few bucks to your name and a few ideas, the potential for something great (or at least interesting) to happen is pretty much guaranteed.
Working with an existing logo that was rooted in vintage inspiration created a challenge in itself. Too many cannabis brands carry 60s and 70s references to the heyday of the movement and don't really do the product justice.
To push the brand further, I stripped it down to its basic elements and built them back up with the modernized color set and typographic contrast.
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