Deliverables
Logo
Packaging
Wax
Flower
Edibles
Shipping boxes (2 sizes)
Info pamphlet on wax, flower, and edibles
E-commerce Site
Objectives
To independently research, design, and produce a re-brand for the fictitious company Canabliss
To design a logo, packaging, info pamphlet, and e-commerce site
To develop a unique and iconic brand identity for the company, Canabliss
To modify the project based on critique
To create a cohesive design across all platforms of the re-brand
To research the practices and regulations of the cannabis community
Proposal
The fictitious Canadian based company, Canabliss, has found themselves left behind in the face of increasing competition. One of the reasons is because Canabliss hasn’t had the opportunity to engage in specific functions such as branding. Canabliss is in need of a graphic design re-brand that allows the company to create a unique identity in their industry. The re-brand should offer exceptional, unique, and memorable graphics for marketing and advertising campaigns for ages 21-31. This re-brand will include meaningful visuals and text that clearly convey the brands message within online and offline advertising and marketing. The elements that will be included in this re-brand is a logo, packaging (wax, flower, edibles, shipping boxes), information pamphlet as well as an e-commerce site. This re-brand will be set to be completed by May 8, 2020.
Target Audience
The truth is, there is no one type of person who smokes or eats or vapes cannabis. Cannabis consumers are an extremely diverse group of people, which can make finding the target audience a bit more difficult. Canabliss decided to target individuals from the ages of 21–31. Canadians aged between 25 and 34 had the highest rate of cannabis consumption nationally as of December 2019. Some 26.9 percent of survey respondents in this age group stated that they consumed cannabis of any form in the past three months. Those aged 65 or older had the lowest levels of consumption, with just 6.1 percent of respondents consuming cannabis in this time. Canada became only the second country worldwide to legalize the use of marijuana for recreational purposes in all provinces in October 2018. Unsurprisingly, most Canadians who approved of this legalization when surveyed in October 2018, were aged between 18 and 34. The highest rates of disapproval came from those aged 65 or over. Canadians aged 18 to 34 have also been the most active in the post-legalization cannabis market.
Company Profile
Our Story
Our story started back in 2015. It all started with an idea and a passion for cannabis. Today we are an online retailer based in Canada shipping cannabis products such as wax, flower, and edibles right to your front door.
Why the Moose?
Being featured on the coat of arms for both Ontario and Newfoundland, it is obvious that the moose is a recognizable Canadian symbol. Perhaps this stems from the fact that Canada has so many of them! The Canadian moose population ranges between 500,000 to over 1,000,000.
Our Mission
Our mission is to provide millions of people a life full of relaxation, relief, creativity and of course, bliss.
Our Product
Our cannabis is grown locally by M&J farms. We’ve always aspired to sell the best cannabis possible. It is out goal to grow the highest quality cannabis in Canada.
Research Synopsis
This project aims at developing an iconic brand that sells and delivers cannabis to your front door step. This brand is meant to cater to the middle class working stoner who may not have the time to stop and grab cannabis. For this brand I wanted it to stand out against the competitors, so I chose to make a mascot for the brand as well. I chose to make the moose the mascot of the brand because the moose is extremely iconic to Canada. On the packaging itself I wanted the mascot to be the focal point since he is the brand. I wanted to make the moose look relatable to the everyday stoner so people will be more inclined to purchase our product.
Design Purpose
The cannabis industry is still a fairly new industry and growing quite rapidly (no pun intended). With that in mind, although there are a lot of new brands coming out, most of them lack good design. For Canabliss, I wanted to have packaging that was graphic and descriptive through imagery to reflect the cannabis itself. I then chose to make a moose mascot to put on all of the different packages in order to make the brand iconic and memorable.
Process Narrative
final logo
packaging
Hindu Kush - Wax Cartridge
Baked Sale - Edible
grandaddy white - flower
Brochure
Shipping Boxes
