After managing Henry’s social accounts, they approached us to refine and expand their existing brand visual ID and packaging, as well as the philosophical ID (vision, mission, values, about, brand story, etc.)

Limone looked to the natural color palette of Mendocino County

Packaging Re-Think

Rather than the random-colored labels the brand had been using, we wanted the label colors to a) hew more closely to actual brand colors and b) serve as a way for consumers, budtenders, etc. to understand some of the qualities of each strain and package.

• Each represent a spot on the Sativa - Sat Hyb - Ind Hyb - Indica scale (hopefully soon to be converted to a simple color-coded effects scale)
• Color-coding system to distinguish between types consistently and create an instinctual understanding that a lighter color is going to have more "daytime" effects packages and, as it gets darker, you're essentially progressing "through the day" in terms of the common effects.
  • One of the advantages of sticking to a color coding system rather than calling out effects explicitly was so the brand never never risked turning off consumers who experience different effects than advertised (a commonly reported issue).

Illustrations

Part of Limone’s expansion of the visual ID was to go beyond colors and photographs to develop a house illustration style. We created a sketch style that felt organic, evoking the clean, clear outdoor environs from which the brand’s cannabis came. We also designed it to be versatile enough to incorporate mixed media