Satio
Cannabis Cold Brew Coffee
Brochure | Environmental Graphics | Event Tickets | Advertising
Summary
Create a logo, product label and package design for a beverage with 3 different flavors.
Approach
I designed a theoretical cannabis cold brew coffee beverage with enhanced THC effects. In addition to the product line, I created an accompanying advertising campaign for mass marketing on billboards, magazines, etc. My goal was to make a dynamic ad campaign that engages the viewer and has the potential to create brand loyalty through bold imagery and color.
Target Audience
This product will specifically be targeted toward college students, artists, and the young professionals in their 20's and 30's with disposable income who are just as comfortable consuming a cannabis product as they are a beer or bottle of wine. They enjoy trying out new products and wouldn’t hesitate to put something in their shopping cart based on fun packaging.
Brand Objective
This is a new type of product within the nascent legal cannabis industry with very few direct competitors. By establishing a bold vision for the brand early in the growth of such a new industry, we have the potential to develop and establish enduring brand loyalty within this emerging market space. - Establish a firm presence within the recreational consumption market in states where legal. - Design should be identifiable and read easily from a distance. - Package design solution serves to protect, transport, store, identify, and distinguish the brand in the marketplace.
Process Work
Full Package Design
This is an adult oriented product that contains cannabis THC. I wanted it to be apparent immediately upon viewing that this product is intended for adult use only. I felt a good way to do this would be to chose to house the contents of the product in a flask style bottle to immediately convey it's intended adult use.
THC Effects
Sativa = Active = Red | Hybrid = Balance = Purple | Indica = Relaxation = Blue
Sativa's are known for their “head high,” an invigorating, energizing effect that can help reduce anxiety or stress and increase creativity and focus. Hybrid strains strike the perfect balance between mental stimulation and body relaxation. Indica's are typically associated with full-body effects, such as increasing deep relaxation and reducing insomnia. Based off these characteristics, I created color associations to match each flavor's effects.
Marketing Campaign
I wanted to evoke the imaginative psychedelia a user may experience under the influence of cannabis THC. My focus was on bright, attention grabbing colors and one of the sketches I made during my label development process depicted a road receding into a large sunset. This was evocative of going on a journey into the unknown and sent my imagination running so I knew I wanted to play off of this for the marketing campaign. This inspiration led me to develop the tagline: Take A Journey I then created evocative landscape illustrations that spoke to the THC experience of each type of cannabis offered by the product. Sativa is know for it's invigorating effects so I tied this to a morning scene to evoke a feeling of new activity and being ready to seize the day. For the hybrid strain I chose to go with a scene depicting a cloud covered mountain top with flowing a waterfall at sunset. Indica is associated with feelings of deep relaxation so I set this scene under a serene moonlit night. I also wanted to play off the effect of the metaphoric "journey" experience spilling out of/or flowing into the bottle and included a barely visible wording under the tagline as a way surprise viewers and subliminally provide an aspect of positive aspiration.
