Cinematic Identity for a Cannabis Gadget
Objective
Glaze is a modern cannabis company whose goal is to improve the consumption experience through smart gadgets. They came to us with a need for an exciting, trustworthy brand. Something that would capture their background in fashion and contemporary art. They did however want to be perceived as serious professionals that do not cut corners when it comes to product development and quality control.
Approach
As big fans of disproving the validity of the zero sum game mentality any chance we get, we decided to create an identity that is fun and proper at the same time. We stayed away from your run-of-the-mill stoner brand aesthetic, while also steering clear from the generic consumer brand territory. We wanted it to have a fiery, cinematic nature - a strong presence. We wanted it to burn.
Solution
From the name and logo to the typography and packaging - we created a potent brand narrative without using one element too many. The logotype is made out of custom black grotesk letters created from scratch that have an organic touch to them. Typographic system is based on Arial Regular worked into a classic grid system. Color scheme: black, white and red. All are powerful tools when used well.
Credits
Client: Glaze
Year: 2021
Industry: Cannabis
Region: Germany
