LIFE IN FULL SPECTRUM

High Minded needed a brand refresh to match the high quality of the products they were selling after spending years dialing in on the precision of their farming and processing techniques. In the crowded Michigan cannabis market, new products and brands pop up all the time. I wanted to create a brand that was memorable and appealing to a canna-curious and connoisseur audience alike. I spent a year working on the visual update which included logos, color palette, typography, web, and packaging. After the visual refresh I worked hand-in-hand with Detroit-based agency Handcar to come up with the colorful and inclusive “Life in Full Spectrum” campaign to officially show off High Minded’s new look to the world.

BRAND REFRESH

By utilizing a variable typeface and adding tension to the delta brand mark, I was able to create a logo that can scale easily and stay readable 10 ft away on a high shelf.

THE SPECTRUM

The High Minded color palette introduces a spectrum of bold, eye-catching colors that correspond with the feelings that High Minded products evoke. The colors are directly plucked from the High Minded Spectrum which is rooted in color theory and brings clarity to customers trying to find their feel in a maze of confusing packaging.

PACKAGING

Brand photography by Handcar agency out of Detroit, MI to show off our new brand direction and fresh packaging.

High Minded flower is packaged in bags that corresponds with the section of the Spectrum that strain is categorized in: Dream-Chill (blue to green), Restore (green to yellow), and Focus-Activate (yellow-orange to pink). These categories match the customer’s perception of sativa, hybrid, and indica while being more accurate to the effect the consumer may feel when consuming. Indica & sativa classifications are largely inaccurate in 2024 - most of the plants available on the legal market today are hybrids. Science is just now understanding how the unique terpenes and flavonoids present in different cannabis strains drive the effects and High Minded is at the forefront.

CAMPAIGN VIDEO

“Life in Full Spectrum” full campaign video shot and produced by Handcar with creative direction by studio owner Jesse Green and myself. The video was shot over two 12 hr days in Detroit, Michigan and features a group of friends going through each stop of the spectrum and how cannabis enhances their experiences.

PRINT + DIGITAL

From left clockwise: High Minded Summer 2024 ad in West Michigan’s Revue Magazine, text/email graphic promoting new high dose gummies, High Minded baseball card with strain education that corresponds with its spot on the spectrum.