Delta9 by Dan Sherman

cannabis products

DELTA NINE CANNABIS infused PRODUCTS case study

delta nine cannabis products Delta Nine is a theoretical company I created based in Boulder, CO that produces high quality cannabis infused products. We were theoretically working with a start-up company who needed a full brand identity; starting with a name and logo, brand identity, a full product line, and any additional touch-point that we saw fit to add to elevate the company as a whole. One thing that I noticed when researching into the cannabis industry was that companies were trying to appeal to new or a more sophisticated user by using high end techniques like letterpress or foil stamping. I do like these printing techniques, but this could be some additional costs that my start up company wouldnâ&#x20AC;&#x2122;t be willing to pay for. So I had to design for something that was a little more cost friendly. Through my research, not one company was in any way attempting to educate users about their products. I think that this would be important, because most people are seeking these products for their medicinal and therapeutic uses. With the legalization at a recreational level and not just medical use, people need to understand the effects that they are going to feel when taking a cannabis product. I wanted to make education fun and easy so that it didnâ&#x20AC;&#x2122;t feel like people were learning but rather it was all apart of the experience. Even people who may have used cannabis before would seek out our product to learn more but the main target audience were new uneducated users.

some Initial Logo sketches, working fast & efficient puting my ideas on paper

Logo

Alternate Marks

deltanine

delta9

delta 9

nine

Typography & Iconography

DELTA9

Henderson Sans Basic Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

hybrid

Domus Tilting Extrabold

delta NINE

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

indica

Baskerville

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

SATIVA

Option 1

Logo

DELTA

9 DELTA9

Alternate Marks

Typography & Iconograpy

Bee One Regular

DeLTa

Century Gothic Regular

DeLTa

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

Garamond Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

Option 2

HYBRID

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

SATIVA INDICA

Logo

Alternate Marks

D 9 D9 D9 Typography & Iconography

Termina Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

H hybrid

Termina Demi Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

Baskerville Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

Option 3

3 identity concepts When first starting off sketching logo ideas I always aim for 50 to start. Not that I always end up hitting my mark, but its a good number to shoot for to really push out all the possible logos for the task at hand. From sketching, I narrow it down to about 10 I feel are my strongest ones and rapid prototype the potential logos digitally. From rapid prototyping, I land here: my top three identity concepts. I take this a step past just making my logo and give it a few different logo iterations as well as include some rough icons and typographic solutions. This would be a stage that I show to the client and proceed moving forward with the concept that they are liking best or perhaps take some small pieces from each to create a super strong concept to begin to build my final design from.

final Logo concepts clean, scientific When I was thinking of the brand overall, I really wanted to give it a scientific feel. I feel like through this some trust would be built right off the bat with users. Since these are cannabis infused products, it isnâ&#x20AC;&#x2122;t the same as burning the cannabis and smoking it. There is a specific way to extract the THC from the cannabis so that it maintains its effects when made into butter or oil. Trusting in Delta Nine to offer up only the best cannabis infused products for their customers is important. Every product is an extension of their brand, and they want to build up a scientifically backed product that the user can rely on no matter what.

Simple, Approachable When I was thinking of the branding for the individual product, I wanted to move in a slightly different direction. I wanted to keep it simple while still maintaining a respectable image of the company overall. I liked this idea for a circular emblem to represent the shape of a cookie. In my designs, I wanted to give off an approachable feeling, so that a 25 year old guy would feel equally as likely to try my product as a 40 year old soccer mom. I would attract people initially with my bright colors and pull them in through my fun education about cannabis and the product they would be taking.

THC

ta s t

e i k o

bal c r e h o y

ie ok

tas t

cannabis products

erbal co yh

Box concepts The main focus after creating the brandâ&#x20AC;&#x2122;s identity for this project was the large box that the products would come in. After putting some thought into it, I saw it fit to create a two pack that would include eight servings. I landed here purely off the cost to the user. I figured that each cannabis infused cookie was worth approximately $20 since each contained four servings, so a two pack costing $40 seemed reasonable. I also later decided that I should make a small single serving sized box so my company could hand out small samples at conventions as well as having a smaller sample to sell in stores so consumers could test out the product before committing to spending the full $40 on the larger two pack. This could also be used to promote a new flavor if they were to create more flavors in the future. I wanted the boxes to come off as approachable and inviting, using my rich and bold colors to stand out against the competition. I wanted the consumers eye to be drawn to my product and then pick it up and read more about what we are trying to do as a company, which is to educate the user about using cannabis. I started with the design of the large box and transitioned into the design of the smaller box. I thought this would be easiest to tackle the largest design and scale down the information to the most relevant that would need to be included on the small single serving box.

some Initial Large Box Sketches Focusing on the front of the box

sticker concepts After beginning to think about the box that would hold my two pack of cookies, I still needed a nice way to package the individual cookies within the boxes. With two individually packaged cookies I thought a good solution would be a sticker label that would be placed on each cookie. I was trying to capitalize on my more scientific feel with my designs for the sticker. We have already drawn in the user with our approachable packaging and inviting colors, so now we really need to drive home the fact that these were created carefully and crafted with a scientific touch. We need the user to be able to trust in our process and know that they should have a 100% confidence that they are taking a premium product. When I was first moving into my designs for the sticker & box I had this concept of having a character, Dr. THC, be like your personal doctor and he was the one who would be educating the user. So running with that I thought it would be unique to have a cookie shaped die-cut for the sticker rather than just a plain circle mimicking the shape of Dr THC. Ultimately, I decided to take the company in a slightly different direction, which was tough because I thought it was such a unique concept throughout the brand. Although, I think it was successful in moving a different direction becasue it gives of a more sophisticated feeling. The brand overall still offered up the same education to the user while maintaining a stronger image as a company.

some Initial sticker sketches focusing on layout options

color scheme When jumping into my color scheme, I wanted to be able to separate it by the different types of cannabis and the time of day that they coordinate with. One for morning, one for night, and one that is a mix of the two types of cannabis and can be taken at any time of day. The “sativa” strain of cannabis is categorized as uplifting and energizing so this should be taken in the morning. So I decided to give this category a warm red color, inspired by the morning sun. The “indica” strain of cannabis is categorized as relaxing or calming so this should be taken at night. So I decided to give this category a dark blue color, inspired by the dusk sky right after the setting sun. The “hybrid” strain of cannabis is categorized somewhere in the middle of the sativa and indica strain and can vary from strain to strain depending on the combination of strains used to create it. So I decided to this category a deep purple color, inspired by the mixing of the two other flavors since it can be taken at anytime of the day. This scheme might not be obvious to the user at first but I believe that overtime they would natural begin to associate the color of the product to the time of day it should be taken across the flavor systems.

s h in

sativa hybrid ndica

9 9

WARNING!

9 9

9 9 at 9all”. 9 Cause 9 9 a9 whole 9 9 cookie 9 9 high 9

9 9

1 9

9 9

2 9

9 9

Pro Status

9 9

9 be 9careful, 9 9 it9is very 9 9easy 9 to9take 9 to 9 much 9 9 at once. it’s impossible to overdose, but 9 9can9 overdue 9 9 9 and 9 9fall9 asleep. 9 9Take 9 you it... it slow and feel it out bite by bite. 9 9 9 9 9 9 9 9 9 9 9 9 9

9 9

hallucinogenic effect. Sativa is a good choice for 9 9 9 9 9 9 9 daytime consumption. 9

(in-da-cah) indica 9 9 9 9 9 9

9 9

9 9 9

9 9

ratios in each strain of cannabis, hybrid edible effects will 9

9 9

The hybrid cannabis infused edible high* benefits 9 9 9 9 9 9 9 from a combination of traits derived from Sativa 9 The eff 9 ects9can be9 described 9 as 9a 9 &9 Indica. satisfying of9 the two 9 9compromise 9 9 most9 well 9 known cannabis varieties. Hybrid strains are good9 9 9 9 9 9 9 9 for any time of day. *Due to the different cannabinoid 9

(high-bred) hybrid 9 9 9 9 9 9 9

9 9

The indica cannabis infused edible effect is most 9 9 9 9 9 often described as a 9pleasant9 body9buzz. Indica’s are9great 9for relaxation, 9 9stress 9relief, and 9 for9an overall9sense9of calm9 and serenity. Indica’s are 9 9 9 9 9 also very effective for overall body pain relief, 9 9 9 9 9 9 9 and often used in the treatment of insomnia.

9 the9most from 9 batch9 to batch. 9 vary

The sativa cannabis infused edible effect is often 9 9 9 9 9 9 9 9 characterized as uplifting and energetic. While 9 mostly 9 cerebral, 9 9 give9 a feeling 9 of 9 being they as9 well 9as providing a9 9optimism 9 and9well-being, 9 9 good measure of pain relief for certain symptoms. 9 9 9 9 9 9 9 They are known to have a quite spacey, or

9 9 9 9 Indica is9 great9for night time9 consumption.

9 9

(suh-tea-va) SATIVA 9 9 9 9 9 9

1+2+3+4

9 Seasoned 9 Vet 9

19 + 29 + 39

warning! 9

9 9 Level 9 Intermediate

Beginner Level

1 +92 9

Level9

half 9 9 of 9 “1” 9

9 Rookie 9 9

9 9

3 4

9 9

Now sit ENJOY 9 9 9 9back, 9 9 and 9 9 9 9 9

9 9

aware of that before you go and eat

9 9 9 9 hatch. 9 9 First 9 9 time? 9 9 down the

so. Be9 careful, a little can go a9long 9 9 9 9 9 9 9 9 9

9 9 eat 9 half 9 9a quadrent 9 9 9 9 9 9 Maybe to start

down into four equal pieces, and pop

about getting medicated? we are here

First time? Or just don’t know a thing

will rookie 9 9 knock 9 9 your 9 9 9 9ass9out!! 9 9

9 9 9 9 9 9 9 9 9 9 the9whole thing because you’re “not

or two to kick in, so make sure you’re

9 9

ways. The effects could take an hour

9 9

and9 see9how feel 9 9 you 9 9 9after 9 an 9 hour 9 9 or9

9 9

9 9 that

to help you out. Break this bad boy

What’s inside?

WARnING: Keep out of reach of children. For use only by adults 21 & over.

9 9

This product contains marijuana and its potency was tested with an allowable plus or minus 15% varience pursistant to 12-43.4-203(3)(a)(iv)(e), c.r.s. this product was produced without regulatory oversight for health, safety, or efficiency. The intoxicating effects of this product maybe delayed by 2 or more hours. There may be additional health risks associated with the consumption of this product for women who are pregnant, breast feeding, or planning to become pregnant. do not drive a motor vehicle or opperate heavy machinary while using marijuana.

WARnING: Keep out of reach of children. For use only by adults 21 & over.

2 COOKIES

! THC

9 9

9 9 9 9 9 9 9 9 cannabis products 9 9 9 9 9 9 9 9

educating the user So as I have previously stated, Delta Nine truly seeks out to educate the user. This is how we set ourselves apart from the competition and we wanted to make education fun for the user in a way that didn’t feel like they were learning. We wanted to keep it light so that they are willing to read into the product prior to use. Starting with the front of the box we offer up so quick education with the “effects to expect”, so that the user could gain a quick understanding of when they should take the product as well as some effects they would experience. You can’t count on the user to read everything on the back of the box but at the very least they would read this and have a small understanding of what to expect. On the back panel of the box is where we really dive into the education. I thought it was important to visually show the user how many servings are in each cookie and explain that the effects aren’t immediate with cannabis edibles as compared to smoking cannabis. There is also a large panel breaking down each type of strain of cannabis, with the small cannabis leaf indicating further which strain the product is contained in the box. It really breaks down everything about each individual strain from the effects to expect, when it should be taken, and even how to pronounce the strain type.

FInal designs - Full family

Final designs - Large Boxes detail

FInal designs - Single Serving detail

Final designs - Cookie sticker Detail