Eden Herbalist
Brand Style Guide
Eden Herbalist is a cannabis dispensary with a focus on the healing aspect of cannabis. The brand style guide shows the voice of the brand as well as the proper uses of color, text, logos, imagery, and stationery.
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Mood Board
The image I wanted portray for this business is one of natural healing, Mother Earth's nurturing, and making a safe space for those who have never tried cannabis for whatever personal reasons. I wanted a company that would rise above the societal demonization of cannabis. To accomplish this I used soft, natural colors and images of the heart of Mother Earth.
At the beginnining of this project, I utilized Adobe Firefly to create my mood board. From there I came up with ideas for a slew of logo sketches. I went forward with two different ideas: one was a potion bottle that represented Mother Earth in front of a a cannabis leaf, and the other was a heart-shaped potion bottle with a cannabis leaf resting in it. Initially I had green hands holding up the bottle, but I ended up deciding to cut them out and focus on the bottle itself.
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At the beginnining of this project, I utilized Adobe Firefly to create my mood board. From there I came up with ideas for a slew of logo sketches. I went forward with two different ideas: one was a potion bottle that represented Mother Earth in front of a a cannabis leaf, and the other was a heart-shaped potion bottle with a cannabis leaf resting in it. Initially I had green hands holding up the bottle, but I ended up deciding to cut them out and focus on the bottle itself.
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Initial Sketches
Initial Sketches
First Design
My first design shows a very simple heart-shaped potion bottle with a stylized cannabis leaf in the bottom. I also created a second iteration of the leaf to use as a repeated motif and it carried over into my redesign.
Second Design
My second design went in a more organic direction, with brush strokes, a full, flowing leaf, and a heart-shaped bottle that has a more whimsical shape. I elected to minimize the blue color in order to put the focus on the greens and pinks.
Stationery
The letterhead, envelope, and business card all feature a chain motif made of the decorative leaf motif, as well as both the illustrative logo and the text logo.
Touchpoints
I designed a pouch of THC gummies, two boxes of incense, and a stash box. They each feature different usages of the logos as well as decorative elements. The gummy pouch is splattered with leaves with the text logo on top; the incense packaging features a background pattern of repeated leaves, also with the text logo; and the stash box displays the illustrative logo and two large leaves on either side with the text logo smaller underneath. All three items feature the Eden Herbalist official color palette.
Please click to view the full PDF!
The brand style guide is complete with directions on how the logos, fonts, colors, and photography should be used Please click the button above to view the entire PDF of the Eden Herbalist Brand Style Guide.
Brand Style Guide
Reflections
Creating an entire guide to a brand was a new and fun experience. I had to put a lot of thought into what parameters there should be on every aspect of the brand system. This was at first overwhelming, but it quickly began to feel like a puzzle waiting to be solved. I learned a lot about brand style guides in general by doing this project as well as all the research that came with it. I look forward to creating more brand style guides in the future.