Objective

Trees make certified organic cannabinoid products for everyday use. The company was founded by two brothers who share a deep appreciation for nature and spending time outdoors. We worked with Trees to create a trustworthy lifestyle brand that would appeal to a wide range of people. We needed to address preconceptions about cannabis-based products and create a visual identity that is a departure from the “stoner” aesthetic. The aim was to communicate that anyone can safely use these products and benefit from their natural properties.

Approach

We developed a brand and a communication strategy that would position Trees as a company that helps to improve our Quality of life with their products. Learning about the existence of the Endocannabinoid system was one of the major factors in starting the company. It is a part of the neural system that interacts with cannabinoids found in CBD. We wanted to concentrate on scientifically proven positive effects of the product and move the conversation into a more productive direction. To semiotically communicate the legitimacy of the concept we worked with the visual language that is used by medical and pharmaceutical companies.

Solution

The basis of our design is an interplay of a reserved typographical approach and natural, organic materials and colors. To show different ways cannabinoid products can be introduced into everyday life we drew a series of illustrations that might look familiar to someone who reads Monocle or The New Yorker. We were fascinated with the Endocannabinoid system and wanted to include it into the communication. We used a square/based grid to represent the body and dots to represent the receptors which allowed us to visualize a complex concept while also communicating the concentration of the product. We used images of serene landscapes to invoke the peacefulness of being in nature, a feeling that Trees wants to infuse our urban lifestyle with.