Seven Point

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SEVEN POINT – Medical Cannabis Dispensary

ILLINOIS

The social and healthcare stigmas of medical cannabis are quickly shifting gears. Marijuana-based treatments have been in use for centuries across cultures all over the world; they were prescribed in ancient China, Greece, Egypt, and the medieval Islamic world. However, recent medical research and patient testimonials on the benefits of marijuana were fundamental to bring about a paradigm shift regarding this once considered “illegal drug.”

The rapidly growing professional industry is recognizing the full economic power of an unsatisfied, multi-demographic market. It is becoming necessary for cannabis brands to build a strong foundation of responsibility and proper moral values in order to appeal to the most discriminating demands of patients.

Such is the case with Seven Point, a high-end, state-approved dispensary just outside Chicago’s city limits. They provide premium individual consultation and a well-planned menu of medical cannabis varieties. Qualified individuals under the Illinois Medical Cannabis Pilot Program are now able to attain these world-class services and marijuana products within an inviting environment. Forget about Rastafarian colors and Jamaican décor. Seven Point’s warm and modern interiors were designed by the highly acclaimed design studio Curioso, known for creating unique and memorable spaces in hospitality, gastronomy and retail.

La Tortillería collaborated with its partner agency Curioso to build Seven Point’s complete branding and visual identity. The challenging task demanded an understanding of the industry, skillful design, patient empathy, awareness of the brand’s public exposure, and of course, Illinois’ laws and regulations regarding messaging around medical marijuana.

Seven Point’s logo was the starting point for its carefully styled branding. The slimmed sans serif type was meticulously deconstructed and restored, then neatly placed over a variety of colored ribbons. These will function as simple yet elegant labels for the dispensary’s different merchandising and packaged products.

The name Seven Point, which relates to the seven characteristic leafs of the marijuana flower, was La Tortillería’s cue for building the entire brand identity. We believe that well-being stemming from the responsible use of medical cannabis is related to the ancient philosophical question of the body-mind-soul unity; a holistic human experience. Thus, seven points on the cannabis leaf relates to the seven chakras, leading the way to a simple and modern visual language for the brand. We divided each of the marijuana strains and varieties into seven categories, based on their effects on the patient.

Creative: These strains boast the beautiful color orange which relates to the creativity and knowledge chakra. This type of cannabis helps the consumer focus on productivity.

Active: We assigned a bright yellow color to identify this particular strain related to feelings of satisfaction and happiness. Consumers who use these strains are prone to feel energetic.

Balance: Blessed with a strong magenta tone, this strain provides a sense of harmony in the spirit.

Focus: We chose to label this strain with indigo, one of the most recognizable bluish colors of the rainbow. The strain represents the third eye, the cognitive skills.

Calm: This strain reinforces the consumer’s diplomatic and communicative abilities. We defined it with a tranquil light blue color.

Feel: These strains help overcome insecurity and social discomfort. They proudlyfeature a fresh and strong green hue.

Aware: As its name implies, these types of cannabis strains help to maintain alertness, and represent the survival chakra. A bright red color indicates its effects on the consumer.

As part of this project, La Tortillería was asked to conceptualize a series of icons depicting the different diseases or conditions that may afflict customers: glaucoma, osteoporosis, and skin cancer among others. We designed a complete catalogue of symbols describing these illnesses and used them in accordance with some of the mock product packaging we conceptualized: tea and chocolate packs, incense boxes, sampler jars and other visual identity carriers for the brand.

The final result? A simple, modern and slightly playful brand for this new age of medical cannabis.