Agency: Form & Affect
Target Audience: Curious Couples, Avid Users, Health Conscious, Millennials
Brief: Provide an identity that is appealing, non-controversial, and vibrant to multiple age groups and has a positive impact on the community. Have the brand stand apart and above local competitors.
Garden City Cannabis Co. is a medicinal CBD dispensary and recreational cannabis retailer located in Ontario. Garden City’s brand scope aimed to appeal to a variety of audiences across multiple age ranges rather than solely the traditional young millennial audience. The identity design enforces the product while maintaining a modern and elegant composure that avoids any traditional negative association with the products being advertised.
*Disclaimer: This project was created for a company in Canada, where cannabis is federally legal for both recreational and medicinal use.
The UX/UI design concept for the Garden City product app was crafted with careful research and generated an approach to create an app that utilized straight forward navigation, inclusiveness, and visual brand appeal. The app would be used by those ordering products for delivery or pickup, of which would have a live location map and order processing status.
The logo design combines a drop of oil with a cannabis leaf which is subtly and professionally displayed. The logo mark is paired with the stunning typeface, Euclid Flex, and paired with the striking Pantone combinations which proves to deliver a modern and sophisticated look for an ever evolving industry that will maintain it’s appeal well into the future. Environmental concepts for Garden City includes a modern and fun “vegan/café” appeal; providing a relaxed and inviting atmosphere to customers and future clients. This concept displays a living wall along with seating and vibrant art decals. This furthers a welcoming atmosphere that is not intimidating to curious individuals and has a positive impact on the community and avoids negative associations with cannabis. Welcoming calls to action and implied non-judgment is an effective way to engage audiences that are hesitant or new to an industry that is recently becoming more widely accepted. This is an advertising initiative that is suggested when further looking to expose the brand to the public. Mindful imagery that is subtle and playful is the campaign initiative that is suggested with packaging and advertising.
