Purple Heart, a leading California cannabis dispensary, sought a brand refresh for their expansion into consumer packaged goods. The goals were to reinforce their leadership in California's cannabis culture and reposition cannabis as an artisanal, accessible product. Challenges included creating a flexible branding system for various packaging formats and developing a strategic labeling approach that balanced universal branding with product-specific information and regulatory compliance.
We developed a versatile identity system featuring a heart emblem, California bear, and military-inspired graphics, all paying homage to Purple Heart's symbolism and Oakland heritage. This approach captured authentic California cannabis culture while conveying integrity, quality, and a contemporary vibe. Our solution encompassed distinct designs for various product categories, ranging from boutique strains to sun-grown varieties. An innovative labeling strategy ensured consistent branding across formats while allowing for customizable strain-specific information. The result: an artisanal cannabis brand with broad appeal.
