Client: Wee Farms
Creative Direction — Identity
The Challenge
Wee Farms, an independently owned cannabis farm, needed an identity that matched their evolution and spoke to the owner's Southern California roots. Their original logo was developed by a family friend in 2012, but the brand had grown and was now carried in four of Oregon's five largest cannabis distributors. They needed an evolution of their identity that was professional and didn't betray their approachable, community-driven nature.
My Role
Creative Direction, brand development, strategy, and leading a team of graphic designers and illustrators.
The Vision
At retail, the cannabis industry is a space where brands are screaming for attention. I opted for an approach that presented something different to the consumer and would stand out on the shelf. The key was to define their POV — optimistic, approachable and premium — and create a visual world that would be eye-catching at retail. I took inspiration from summertime nostalgia, filtered through the lens of 1990s Los Angeles, to create a laidback worldview that feels casual and considered while still being approachable to new customers. I blended in a handwritten wordmark, gradients referencing SoCal sunsets and an optimistic icon series.
Deliverables
Full visual identity system, packaging, apparel design, retail signage, promo material, social media templates.
