URBN LEAF
Deliverables included:
Logo | 2 separate collections | 6 different packaging ( pre rolls, dabs, edibles, gummies, drops, and flower ) | Micro app | Information Booklet | Delivery truck
Objectives:
To independently research, design and produce a logo, packaging, information booklet, environmental and a micro app for URBN LEAF cannabis co. To research the history of cannabis and dispensaries. To create and produce a cohesive design for all deliverables with great attention to details. To produce clean and professional deliverables with perfect craft. To create a unique and sustainable brand that can compete with other cannabis companies. To actively self critique and make decisions benfental to my project. To take the critique of others. To clearly articulate my ideas through my work and presentation.
Proposal
Background :
Urbn Leaf is a cannabis company located in Portland Oregon. They sell and grow premium quality cannabis products. They are a small business that aims to be environmentally friendly, fun, and informative. While like other cannabis dispensaries they do house other brands, however they wanted their brand to stand out against the other competitors by being attractive to a larger audience.
They aim to “keep Portland weird” , one blunt at a time. This reference is from the famous sign in Portland, “Keep Portland Weird” which originated in Huston as a way to support and bring light to small businesses. Urbn Leaf’s inspiration for their brand is based off of this sign. They wanted to be bold, impactful, modern, yet still sophisticated.
Target Audience
Their audience is very broad, anyone 21 + is fair game, however their target audience aims mostly towards millennial, 26 yrs to 41yrs. Due to the quality of the cannabis middle and upper class are among the target audience. Residence of Portland and the surrounding area as well as tourist meet the target audience. Based on Oregon laws people who use marijuana for recreational and medical use are taken into consideration when designing and advertising for Urbn Leaf.
There was a heavy amount of research necessary for this project. I first did initial research on the city of Portland its self as well as its long history. I then went a little deeper and did research on the population of Portland and its surrounding areas which lead to the target audience of Millenial’s, which the city is known for having a large population of them. The research also pointed my design work into the green friendly direction and the keep Portland weird rout as the city is very well know for being green and small business friendly.
After the bulk of research was complete to get an idea of what the company was about, its location and targeted demographic I was able to tackle on research for the physical designs. I spent a lot of time researching cannabis brands and dispensaries to help choose my packaging I was designing for as well seeing what was necessary and needed on the PDP for it to look and feel legit as well as getting it as close as I could so that it would be legal to sell. Once that was completed I looked at the completion both good and bad to get an idea of what works and doesn’t. However I didn’t just research cannabis related packaging but packaging in general especially places like The Dieline. To add, once I saw that the project was going in a typographical direction I did more research on typography and stacking type
Research :
Process for this project first started with research, once I collected enough to start with I began designing the logo. The logo went through many large changes. Once the overall feel for the brand was established I was able to complete a typographic logo as well as a secondary logo. Using Faction Personal I edited and stacked the type to create my final logos. The completion of the logo, a.k.a. the face of the brand, I was able to pick typefaces and decide the overall look. This in turn then led to more research, this time on the packaging and regulations for Cannabis packaging in Oregon.
The most challenging aspects of the packaging design was creating a cohesive design that worked on multiple scales which also included the correct information needed on cannabis packaging. I started off laying out all the type and and logo on each item to get an idea of how much space I would have to work with as well as making sure the type would be legible on each item. When the decision was made to go in a typographic route I did more research on typography and stacking type. I ended up taking inspiration from the large well known sign in Portland to display the strain of weed inside. This made the packaging fun, bold, and modern. The establishment of the packaging allowed me to focus and decide on color. For each collection I wanted it to relate back to the effects of that strain. Red orange was used for sativa, blue was used for indica, and the combination of green being both cool and warm was chosen for the hybrid.
When the brand identity was fully esablished I was able to use those elements to design the the information booklet, micro app, delivery truck and instagram page.
Process :
