FIGR

We communicate with so much more than words. When pushed to think a little more abstractly, colours and imagery can clearly establish tone and feeling without having to say anything at all. So even when you can’t be straight to the point, you can still be clear.

Knowing that different cannabis strains compliment different moments – from a relaxing night on the couch to a music festival, we can effectively communicate the feeling different products evoke by pairing them with clever words, colours, and imagery with calming or more energizing vibes.

To bring clarity to FIGR’s products and articulate the effect of each product, we divided products into five “Go Sessions” that ranged from calming to energizing. Products in the Go lineup would be branded as Go Easy, Go Chill, Go Steady, Go Play, or Go Elevate to help consumers select the ideal product for the moments they want to create.

We leaned heavily into illustration-based artwork with vibrant colours to tell a greater story behind every session and connect consumers to the vibe they seek. For example, Go Chill strains were depicted using a relaxing blue shade paired with mellow imagery, while Go Elevate dialed things to 11 with an energizing red package paired with dynamic imagery. Using clever language, colour, and images that didn’t cross legal boundaries, we were able to clearly convey what to expect from each product at a glance.

The national roll out of this branding journey extended into print executions, out of home, direct mail, in-store material, and digital.