Sundown Cannabis - Designing a brand identity built to last

Sundown

An experimental project designing a brand identity for a cannabis company of the near future.

Brand Identity

Brief

Sundown Cannabis – designing a brand identity for an experimental project.

Sundown Cannabis is a fictitious company that I developed as a branding exercise. The goal was to create a brand identity for a company set in the future. Markets for emerging industries like cannabis present a challenge to the business owners in them. As is the case with the cannabis industry, changes in laws or a myriad of other factors can result in new brands forming to capitalize or old brands giving way to changing times. A brand’s identity must be designed with changes like these in mind. Brand identity should be dynamic enough to still communicate the essence of a company and build its brand equity through the ups and downs of the market.

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Process

Designing a brand identity built to last in the quickly growing cannabis industry.

Brand identities that are built to last don’t follow whatever is trendy in the moment. As illustrated by a plethora of bankrupt businesses from the .com bubble, market trends leave as fast as they came. When they leave, they inevitably take with them the brands that were just looking to make a quick buck. What’s left are the brands that carved a solid position for themselves in the market. The brands that give their customers value and communicate that value through effective brand identity design and marketing are the ones that thrive in the long run.

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Process

Designing a brand identity built to last in the quickly growing cannabis industry.

With a mindset of longevity driving the direction of this project, I sought to create a brand identity that worked under many circumstances. I created a design system that would allow the identity to be applied to any circumstance. The different styles of hand drawn circles tap into meaningful symbolism of the rise and fall of the sun. These visual elements were designed so they can be applied to new Sundown products in the future while still communicating the essence of the brand and positioning it for long-term success.

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