CANNABIS COLLECTION
PROPOSAL - MIA REXACH 2020
WHO WE ARE
Our Mission
Our Vision
To provide an unparalleled experience that invites patients in Puerto Rico to discover cannabis as an alternative natural treatment to their medical conditions.
We believe that a world where cannabis is legal and safely regulated is a happier and healthier place.
WHAT WE DO
Our Services We are a cannabis dispensary and lifestyle brand that delivers an elevated cannabis experience to its customers.
CUSTOMERS / AUDIENCE
Our People Our target audience are young adults from 25-35, who are familiar with cannabis as an alternative treatment to conventional medicine.
WHERE TO FIND US
Our Location Our first dispensary in a 1,000 sq ft high traffic storefront location in Guaynabo, Puerto Rico. OPENING MONTH: August 2020
A Guide To Our Look Basic Elements KEYWORDS DESIGN MISSION OUR LOGO OUR TYPEFACES OUR COLORS DIGITAL PERSONA EXTRAS GOODS MARKETING
KEYWORDS
INVITING TRUSTWORTHY NATURAL ALTERNATIVES ELEVATED DESIGN APPROACHABLE HAPPY PLACE COMMUNITY
BASIC ELEMENTS
1.
Design Mission To create brand awareness and educate our customers through both our printed and digital matter.
2.
Aesthetic Vision
To inspire our customers to adopt a healthier lifestyle through cannabis.
3.
Our Persona Turf visually represents the lifestyle of its core customers; who they are, what they believe in and how they live.
OUR CURRENT LOGO
LOGO PROPOSAL
Logo Short Form OUR LOGO By eliminating the cannabis plants from the logo and using a Serif-looking font, we can stay away from the cliches attached to cannabis consumption. By simplifying the original logo, we can create a brand identity that goes beyond just the logo.
CANNABIS COLLECTION
LOGO PROPOSAL VARIATIONS
Logo Long Form WHY LONG FORM TOO? By adding extra elements to our logo, like Established year and tagline, we can further inform our customers that our brand is an elevated and aspirational brand that represents the lifestyle and interests of the consumer.
G U AY N A B O, P . R .
LOGO VARIATIONS
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R F U T CANNABIS COLLECTION
TURF COLORS
Our colors are fresh, warm and inviting, just like our island.
Core Colors OUR TRUE COLORS The colors that we identify with are mainly monochromatic tones of green that feel reliable, natural and inviting.
CALM GREY
TERPENE GREEN
LEAFY GREEN
CANNA GREEN
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
Extended Colors OUR OTHER COLORS Our extended color family is earthy, warm, placid and vibrant, just like our island.
JET BLACK
AMBER BROWN
PISTIL ORANGE
MELLOW YELLOW
TAN BEIGE
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
HEX: #f2f2f2 CMYK: 4 / 2 / 2 / 0 RGB: 242 / 242 / 242
COLOR COMBINATIONS
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TURF TYPEFACES
Our typefaces are modern and visually harmonious.
PRIMARY TYPEFACE
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (.,:;’”[]{}#$%&$@!)0123456789
Aviano Flare is a font family that has 6 variations of the typeface. It feels like a Serif font, but its subtle glyphs make it legible and clear. SECONDARY TYPEFACE Coconat Regular is a font family of two variations that feels elevated and fresh at the same time. Approachable, familiar and visually easy to digest. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (.,:;’”[]{}#$%&$@!)0123456789
DIGITAL PRIMARY TYPEFACE Coconat will be perpetuated throughout our Digital and Print assets to maintain consistency on all platforms and products.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (.,:;’”[]{}#$%&$@!)0123456789
SECONDARY TYPEFACE In order to have a clear and legible secondary typeface for all digital purposes, Regular is the perfect font family to use.
Degular Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (.,:;’”[]{}#$%&$@!)0123456789
How it would look…
Printed. BUSINESS CARDS
How it would look…
Printed. BUSINESS CARDS
LETTERHEADS
How it would look…
Digital.
DIGITAL PERSONA
Our digital personality is aligned with our ethos: cannabis is our happy place.
SOCIAL MEDIA GOALS
2. 1.
Brand Awareness Our audiences are avid social media users who are constantly connected to the web and their phones. By curating and aligning our social media page to our ethos, we can expand our customer base.
Audience Engagement
To engage with our audience constantly in order to improve our brand perception, customer loyalty and word of mouth recommendations.
3.
Driving TraďŹƒc Through brand awareness and audience engagement, we will drive traffic to our storefront and increase our customer base.
DIGITAL PERSONA
Instagram BRAND PROFILE Our brand profile will be an extension of the brand ethos, alluding to what we believe in and what we stand for. This social media platform will directly reflect our customer’s lifestyle and personal interests as a generation. By posting all cannabis-related news, products and services we offer, community events and more, we will be able to further engage with our audience and expand our customer base.
SOCIAL MEDIA STRATEGY
Instagram CONTENT POSTS Through our Instagram Page, we will promote the ethos and brand personality by alternating between created in-house content and re-posted content from the web. By doing so, we are incorporating ourselves into the wider-spectrum of social media interests of our audience.
CONTENT WE CREATE
CONTENT WE SOURCE
How it would look…
Digital.
TURF PRODUCTS
Goodies, accessories and other fun things.
TURF PRODUCTS
Accessories CANNABIS COLLECTION As a way to perpetuate the lifestyle concept of the brand, we will have tote bags, small bags for contents and more product with our logo or brand identity on it.
TOTE BAGS STASH BAG COOZIES CHIP CLIP LIGHTER
TURF PRODUCTS
WELCOME TO TURF POTHOS PLANT
GOODIE BAG GIFT WITH FIRST PURCHASE
MORE TURF TOTE BAGS
How it would look…
EVERYBODY LOVES STICKERS
Small.
TURF PRODUCTS
Digital Goods FREE DOWNLOADABLE CONTENT By providing downloadable free content for Instagram, we will allow our audience to further share our brand ethos and identity. By doing so, we are encouraging our audience to promote our brand.
STORE FRONT
Our store signage is our first impression…
How it would look…
Big.
THANK YOU!
This is our welcome.
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