A group of friends and entrepreneurs had a vision: to create the best cannabis brand and dispensary that New Mexico had seen yet.
The problem?
They had a building, some licensing in progress, and that’s about it.
Our team was tasked with creating a brand out of thin air.
We developed a comprehensive strategy roadmap, deep diving into all things brand strategy focusing on SWOT, differentiators, competitor analysis, and customer journeys.
From there, all the central assets integral to any competitive brand were developed from scratch. Logo concepts were sketched, taglines were pitched, and a fresh, competitive New Mexico cannabis brand was born.
My role: Graphic Designer, focusing on developing the visual identity of the brand.
We presented 3 design directions based off our interview with the stakeholders.
As we moved forward with the selected design, we faced a challenge…
Initially, the target audience leaned more toward women, as the brand planned to offer infused beverages and data showed women to be more frequent buyers. With this audience in mind, we designed the brand using bright colors and warm, friendly illustrations.
After the design system was selected, the direction shifted. The team no longer planned to expand into the beverage industry and wanted to dial back the feminine-leaning design.
With a grand opening approaching, starting over was not an option.
Instead, we stepped back to assess how we could adapt the existing design system while staying on a tight timeline. We decided to introduce a soft matte black as the base color for the packaging, paired with pops of the brand’s brighter palette. This approach allowed the brand to appeal to a broader audience while preserving its original identity. With stakeholder approval, we moved forward with the visual identity and began builing the brand guidelines.
The Outcome
The empty building that once was is transformed into a fully operational cannabis dispensary. We worked closely with an interior designer to create designs for the space. The vibey branding attracted a vibey team of employees, the overarching strategy positioned Lucent as an industry contender with staying power, and the face of New Mexico cannabis was forever changed.
Lucent represents a dispensary and product line that avoids cliche cannabis marketing techniques, and instead, presents powerful messaging and aesthetics that would compete in any market.
