We created a refined, effect-based brand language for Canndescent and brought it to life across campaign creative, product packaging, digital channels, and retail environments. Our strategy was simple but radical: de-stigmatize cann*bis through elevated design, and replace strain specific jargon with intuitive effect-based cues like Calm, Cruise, Create, Connect, and Charge —a move that broadened appeal and redefined category norms.
Creative Development
Campaign Design
Art Direction
Copywriting
Production
Packaging Design
Website Design
Luxury cann*bis was a white space until Canndescent stepped in. Our role was to sharpen their positioning and build a premium halo that consumers and investors alike could buy into. Inspired by iconic fashion and beauty brands, we crafted a design system that was elegant, accessible, and cohesive from unboxing to shelf to screen.
The most powerful move? Replacing confusing strain names with simple emotional benefits: Calm. Cruise. Create. Connect. Charge. This was not only more intuitive, but more memorable and became a signature brand asset.
From campaign development to packaging production, we ensured Canndescent looked and behaved like a category leader.
Business outcome
+20% pricing power at retail
Significantly increased brand recall and consumer preference
Supported capital raise of $70M+
