The briefs from this client always allow space and support for deep, distinctive design exploration.
Rather than leaning into the usual tropes associated with cannabis, I approached this show package with a more mature, business-focused lens, using the coffee industry as a starting point. This direction resulted in an accessible visual identity that remained neutral in the conversation around cannabis legalization, avoiding both demonization and overly sanitized visuals.
Orange was used as the primary colour, giving the more expected green a secondary, supporting role. This allowed the visuals to feel fresh and striking. The cannabis plant was incorporated as a textural element, similar to tropical motifs often seen in coffee branding. The typeface nods to the 1960s and 70s, referencing the plant’s countercultural history without overpowering the broader design system.