Project Overview
As a staple in the cannabis market, Viola Brands aimed to make waves in the Edible space. In the cannabis market, convenience items are king and provide a subtle entry point for new cannabis users. My team was tasked with finding our niche in the market while staying rooted in the brand’s long-standing identity. We needed to create a design system that could live within our current brand and was also able to keep up with other playful and wacky competitor brands.
We created Grandma’s Kitchen, honoring the late Grandma Viola and instilling a sense of homemade, bespoke candies from the same brand that brings you the best premium indoor Flower. Honing in on the “American Dream” candy shop aesthetic, combined with late 90’s snack culture nostalgia, we hit a sweet spot our customers would be excited to see on shelves.
Team
Art Direction & Design | Myself
Marketing Specialist | Najee Tyler
Social Media Strategist | Trevon Palmer
Photography | Avary Mitchell
My Contribution
For this brand, I leaned into a technicolor retro vibe. Pulling from aesthetics of the 50’s and 60’s soda shops and 90’s candy branding I created a diner-style logo for the suite of edibles that exist under this line. Building upon that, directing a team of designers we built out over 9 flavor lockups and subsequent social assets for each. I then created a vision for the brand’s product imagery and worked with a talented photographer, both in ideation and with on-set direction, to produce a series of drool-inducing images. I then created a wealth of consistently branded digital, print, and OOH assets throughout the length of the campaign.
Finding a market niche
through design
With edibles being one of the fastest growing categories in the Cannabis industry, Viola will now offer a premium full blend edible with a variety of flavors with thoughtful packaging and exquisite flavor making it one of the most anticipated upcoming products in the Cannabis industry.
My team created a line of stand-out flavors you won’t find anywhere else with branding that takes you back to simpler times with simpler recipes. These flavor lockups act as touch points through culture, connecting a new taste with an old favorite.
High-End Nostalgia
Creating branding and packgaing for this down home inspired line of edible flavors was a unique challenge. Bringing to life the feel of childhood fruit flavors while visually syncing them with the core brand highlights my branding expertise.
Expanding each product flavor into it's own fruity world, I created several ad mocks and convertible layouts to display the brand's attributes. These original designs were used and reformatted throughout the campaign.
We created toolkits for our salespeople, with digital, print and other branded assets for them to access at ease in the field. They were easily able to access print files or digital displays for POS or social assets to push through partnering channels.
