the question

What should a cannabis company care about?

the overview

Role

Designer + Strategist

Variables

Strategy
Naming

Design
Logo
Color Palette

Background

The project was guided by regulatory requirements regarding the marketing of cannabis, a recently-legal industry with a storied past, and the impending shift to recreational sales anticipated in Nevada within the next year. The brand would need to easily transition from a medical-only audience to one that would also appeal to the recreational market.

Founder expertise in cultivation lead to a vertically-integrated operational strategy able to produce award-winning proprietary strains for tailored in-store experiences under the same brand. They just needed a license, which required a name . . . and a visual identity.

the process

A brand sprint

Building the foundation.

A tight, 2-week turnaround of the project led to a brand sprint of round robin interviews with key stakeholders and exercises to quickly set the creative vision for the company.

word association exercises helped to quickly understand the creative tone.

Shortlist from naming exercises

Kanna—a cannabis care company

The Insight

The research yielded a common theme across all teams—care. The company wasn’t really about cannabis, it was about caring for humans.

The Solution

Kanna

A Cannabis Care Company

Focused on compassionate cannabis care, Kanna has become an established authority in the Reno, Nevada area for delivering high-quality cannabis products and resources.