Lifted
Grown in the heart of North California’s Emerald Triangle, Lifted provides premium cannabis to savvy consumers seeking quality. Renowned for cultivation that yields some of the best flower in the world, they were in need of branding that ignored the usual imagery of stoner culture, and represented the core of their essence.
Services provided
Research
Identity System
Packaging Design
Brand Guidelines
the challenge
Uncover valuable insights through discovery & research. Compose strategy that informs the design of the identity. Build clear distinction between each product while retaining the essence of the brand.
the outcome
A custom logotype, and other visual components, were carefully crafted to create a specific tone for the brand. The result is an identity rooted in simplicity, luxury, and transparency.
The Impact
TBD
Discovery
understanding the client
On a ranch in Mendocino County, where some of the best cannabis in the world is grown, Lifted knows that care of the soil is everything. As a result, their flower is prized. It’s a gift given on holidays, at weddings, and special occasions.
Understanding there’s a space for the connoisseur, the brand attracts an audience that craves a superior product. They speak to those who live life to the fullest, and do everything in a wonderful way.
By sharing their process, being open about their practices, and constantly providing information, Lifted intends to reach a bigger audience, continue to build trust, and further demonstrate the difference between their product and something that is lower shelf.
stylescapes
creating visual opportunities
Armed with all the information gathered in discovery and research, I can now find the pictures behind the words. The next step in my process is curating visuals that align with the mission of the brand. These concepts provide the client with a range of what the brand can be, and allows us to get on the same page. With a focus on a single stylescape, we decide on a visual direction.
"Cool Refinement.” The original approved stylescape for the brand.
A stylescape is a design deliverable that helps establish foundational design elements. It consists of fonts, color, logo, patterns, typography, and photography, as well as interface or physical elements. It gives the client an idea of what their brand can look like in the real world. Stylescapes, the result of the research phase, inform the design phase. Adjustments can be made, while not veering too far from the central idea.
Branding
crafting a trademark
There isn't a specific typeface associated with the idea of luxury. It all boils down to how it's used, and in what context it’s placed. My solution was to create something flawlessly balanced, with no extraneous elements. No drop shadows, no outlines, no emboss. The less I did to the typeface, the better. This allows the name to stand on its own merits, and reflects the honest, no frills attitude of the brand.
the write stuff
Continuing the theme of simplicity, I opted for a single font family with varying weights. This increases familiarity, which reinforces brand recognition. The typeface is highly legible on screen and at small sizes. The clean, contemporary lines create a look of timeless quality. Ideally suited to the range of print and electronic media, Open Sans conveys an air of confidence without arrogance.
Colors & Patterns
hues, tints, tones
Color is a powerful means of visual expression. Using it properly can create a tone of refinement and understated style. This palette reflects the look of contemporary elegance. Using these colors consistently in visual communications helps build awareness for the brand. The primary and accent color palettes work in harmony, and create a richer and more nuanced look and feel.
Repetitive motion
Patterns are a great tool for establishing a connection to a specific feeling by creating a coherent image without having to put it into words. I use this notion when designing brand identities. I create patterns from different elements throughout the brand (in this case, the T from the logo) to reinforce the brand’s essence and visual appeal. Turning it into a pattern allows the logo to have even more impact. It’s a great way to increase familiarity.
