Hilight Cannabis
BRAND IDENTITY & PACKAGING
Cannabis is inspirational in the way it can genuinely change people’s lives and Hilight aims to offer consumers the keys to unlock a better life. This new medical cannabis company targets the consumer who loves to try new cannabis product and values the simple formulations that offers a balance of price and quality. We developed the Hilight name, a robust brand strategy, brand identity system, packaging system and social media strategy. This brand was designed to be simple yet empowering, just like Hilight.
Each patient’s cannabis journey is unique, as are their preferences and needs around potency and consumption methods. The simple formulation of Hilight’s cannabis product are matched with approachable branding that is easy to understand. The linear brand graphics are a core design element within the brand identity. The characteristics of the linear graphics are reflective of the strain effects and help educate new consumers and build confidence in their product selection.
“Carpenter Collective took the time to understand our target consumer, and their need for simplicity to break through a confusing and often overwhelming purchase experience. That depth of understanding translated to the design of a unique, fresh and approachable brand that truly delivered on the consumer need.”
We selected a clear color system to also help assist in product recognition. Sativa utilizes red to portray a more energizing effect, where Indica is much more relaxing and soothing, always being shown in calming violet. Hybrid utilizes a teal to represent it’s variety of effects among this strain from focus and creativity to relief. This simple color strategy communicates the products effects, personality and the consumers needs for making a product decision that eventually will establish product loyalty.
“From the brand name they (Carpenter Collective) recommended, to the logo, to the simple linear design elements, the Hilight brand immediately resonated with our consumers. With not even a year of distribution, Hilight has already proven itself a leader in the market.”
