Brand Identity, Initial Packaging Design,
Brand Story, Messaging
A soup-to-nuts brand strategy, identity, messaging, and 360° packaging project with Tajima Creative Partners, to position California's premiere organic cannabis company in a growing market. Visual identity development with Aimee Epstein, Elaine Tajima, and John Sabel went hand-in-hand with sustainable packaging design, promotional materials and swag, to create an iconic corporate identity for a historic company's reveal.
Not since Prohibition has such a taboo product entered a national marketplace. As California's leading organic and sun-grown cannabis company, Humboldt Farms aimed to create a brand identity in line with its core values: accessibility, community, holistic health, magic and whimsy, connection to nature, and their motto of "choosing kindly for the planet and ourselves."
The identity centers around the iconic Humboldt Farms VW Vanagon, which retains its anchor as an emblem of freedom, adventure, and connection to the natural world. As the van travels across local Humboldt County locations, the effect of each Humboldt Farms product - whether elevating, calming, community-oriented, meditative, celebratory - is reflected in the sky and scene in which the van appears, either solar, lunar, in motion, or calm.
The Humboldt Farms logo reigns over each illustration as a sun or moon depending on the product's intensity, effects, or health benefits. All packaging is 100% recyclable and sustainable in its design, production, and disposal.
Logo: Tajima Creative Partners; concept and key art design: Jacob Kemp; final illustration & package designs: Aimee Epstein