A Cannabis Education Platform with Personality
Client
Reveal Cannabis
Role
● Visual Design
● Brand strategy
● Print & promotional material
Before Logo
Problem
● Reveal needed an identity that was recognizable and meaningful without the stigmas of past cannabis culture.
● Growth had stagnated in part due to major social media companies prohibiting cannabis companies from paid marketing and advertising.
Background & Exploration
Reveal Cannabis is a coaching and education company centered around cannabis wellness for women. The owner, Andrea, needed a cohesive rebrand after exhaustion of trying multiple logos and branding strategies.
With the owner’s background in education, Reveal takes time to walk clients through using cannabis in a safe way, whether previously a recreational user or never having tried it. Success for most clients include changing their health, their relationship with themselves and others for the better.
Going into this project, challenges outlined included:
Overcoming cannabis stigmas,
Focusing on education ,
Being prohibited from paid ads and marketing campaigns on most major social media platforms.
Exploration
Starting with the existing logo, I wanted to pull as many elements out of it, breathing new life into the company’s identity with a fresh approach to what both Reveal (revealing, pulling back the curtain on something previously unknown) and Cannabis means for potential clients.
Exploration included butterfly icons, using Reveal as an inspirational start to the client on-boarding process and more.
During my general icon research, I started working on a cocoon icon design. A safe place that the caterpillar uses to grow into a beautiful butterfly. This was in line with what Andrea had conveyed during our meeting.
After a few variations, a soft, natural cocoon icon was chosen.
Clients were coming to Reveal looking for a safe space to help them on their journey, a sort of cocoon.
Colour Palette
Vibrant and playful, colours are designed to be paired in groups for a large number of combinations.
Iconography
(Below) Variations of the icon are used at different sizes, depending on the application, while still holding true to the brand regardless of dimension.
Colour palette showing ratio of usage.
On application
Reveal Cannabis now has a consistent colour palette and logo suite in line with who they are as a company that works across mediums and client demographics.
Approachable — Professional — Energetic
Vibrant, energetic colours are a big part of the brand, from the visual identity to the way classes are taught.
Final results
Even during the COVID-19 global pandemic, Reveal Cannabis saw one of the largest month-to-month growth in sales with an increase in client acquisition over the following months.
“We were able to learn SO much from working with Brian. He really zeroed in on what had been lacking and re-approached it from a unique way” —Andrea M.