Wilson Sporting Goods Co A Cannabis Care Company From seed to store—growing a budding brand out of a desire for compassionate human care.

the question


What should a cannabis company care about?

(Hint: it's in the question . . .)

 

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.


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The identity needed to exist within multiple segments of the industry as a vertically-integrated brand.


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.

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word association exercises helped to quickly understand the creative tone.

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Shortlist from naming exercises

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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.
 
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portrait Lockup | Full-Color

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portrait Lockup | Black / White

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portrait Lockup | One-Color

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Color Palette


The Result


Lifting spirits, one dose at a time


A highly-coveted license approval and immediate scaling of operations highlighted Kanna's successful strategy in the market.

  • Granted 1 of 5 first medical cannabis licenses to operate in the state of Nevada
  • Quickly expanded to delivery within first year of operations
 
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business cards

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shopping bag

I love it!!! In October 2016 I discovered Kanna and to this day I credit the bud tenders with helping me end a fourteen year addiction to MS Contin. To the staff of Kanna you helped me save my life!!!

LindaSue

Patient, Kanna


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Horizontal Lockup


What's Next?


Next
Project


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A Timeless Collaboration

Inspired by Wilson's 100+ year heritage of performance and innovation.



Have an idea?


Want to discuss a past project or how we can design the future? I'd love to chat!