Curaleaf
HYDRO STUDIOS
Curaleaf is one of the world's leading cannabis companies. They tasked Hydro Studios with a complete brand refresh including website redesign, brand guidelines, packaging work, and creation of marketing materials. The new brand was based on the idea of making Curaleaf's product approachable to customers of all cannabis comfort levels. We decided to target mainly "xennials" with this brand as it seemed to be an ignored market in the cannabis space.
Worked with in-house UX and design teams to create an overhaul of the Curaleaf brand site. Tasked with figuring out a better way for Curaleaf to house all state content in one cohesive site, Hydro Studios worked with Curaleaf's development team to come up with a solution that would allow one landing page with multiple views.
Due to timing and budgetary reasons it was decided to launch the site in phases, with phase one being a design overhaul of their current site without touching any functionality or layout.
Phase two would be implementation of geo-located content, which would enable one homepage with different images and copy based on the viewer's location. The site would automatically locate a user's geographic location and then serve them a homepage based on the closest dispensary to that location.
brand guidelines
Working mainly with Hydro Studio's Art Director, we created brand guidelines for the new Curaleaf look & feel. The brand guidelines included instructions on logo usage, fonts, brand colors, and acceptable forms of photography. The book was presented to each state to assist with brand consistency across the country.
marketing materials
We were tasked with creating a multitude of marketing materials following the new brand. We created posters, print ads, billboards, t-shirt designs, wallpaper, and more.
tagline
Hydro Studios came up with the idea of using the word 'cannabis' as a verb and came up with different variations of the tagline "cannabis with comfort". The tag line was used throughout Curaleaf's website and redesigned collateral, with future plans to use it in advertisements.