As co-lead agency, ABC rebranded Select, Curaleaf’s flagship national brand, with a design system that combined cultural relevance and visual clarity. From strategic direction and campaign development to packaging, environments, and merchandising, we created an expressive platform that helped Select stay iconic while stepping forward.
Creative Development
Campaign Design
Packaging Design
Retail Design
About the work
Select was already a national leader in oil-based cann*bis products. But the brand’s fragmented visual language lacked the cultural grounding needed to build deeper community connection and scale its relevance.
ABC’s charge was to make Select feel fresh, cohesive, and future-ready—without losing the equity it had built. Our creative platform “Elevate Everything” tied together the brand’s aspirational voice with an evolved visual identity rooted in electric blue: bold, modern, and unmistakable on shelves.
Execution spanned campaign messaging, in-store display systems, new packaging formats, and digital assets—all with an emphasis on consistency, expressiveness, and modularity for regional teams to deploy with ease.
Business outcome
Delivered a distinct national visual identity with clear retail standout
Reconnected the brand with new-generation, equity-conscious consumers
Positioned Select as a cultural contributor, not just a commodity
Rolled out across 20+ states with strong internal adoption
