Hi Bud, a recreational cannabis company based in Bend, Oregon, is a nostalgia-forward brand deeply inspired by the Great American Outdoors and living the high life. Looking to expand nationally, Hi Bud wants to stay in touch with its Pacific Northwest roots while maintaining a fresh brand presence across dispensaries nationwide.
Hi Bud Cannabis Co.
Branding & Visual Identity, Package Design
I opted to create a unified brand system that allows for expansion and increased production capabilities as Hi Bud evolves. Remaining mindful of Hi Bud's Pacific Northwest roots, I chose a color palette that echoes Oregon's vibrant yet relaxing landscape. In addition, I chose the tagline "take life slow," along with hand-drawn iconography of the Mahonia flower, the state flower of Oregon, to call back to the nature-loving high life of their target audience.
Keeping in mind Hi Bud's earthy, nostalgic, and outdoorsy personality, I wanted to use colors that emulated the feeling of being deeply immersed in nature. The orange and chartreuse are reminiscent of the sun filtering through tree leaves, while the dark teal and off-black echo a river and the bed of earth below it. Using an illustration of the Mahonia flower, this brand identity is all about slight nods to Hi Bud's Oregon roots.
To add unexpected but valuable products to this brand system, I revisited target audience research focused on Gen-Z and Millennials who enjoy outdoor activities and living the high life. I determined a fanny pack and bucket hat would be a great addition to this brand system. While fanny packs prove useful in carrying essentials on the go, they also nod to the outdoorsy value of the brand and its target. In addition, bucket hats align with Hi Bud's dedication to nostalgia, incorporating 1990s style into both a fashionable accessory and functional outdoor gear.