PROJECT: BRANDING
DATE: Feb. 2023 - May 2023
Mission Statement:
Apollo 11 is a cannabis pre-roll product that eliminates the inconveniences of having to scale, grind and roll up, ultimately saving time for the busiest New Yorkers with a minute to unwind.
Objective: Rebranding
The goal of the rebranding is to match the aesthetic of the time period of the 1969 Apollo 11 Moon Landing. The theme is directly inspired from mid-20th century cigarette box packaging design, but combined with a mixture of modern elements.
We follow the mid-20th century aesthetic by implementing a bold script typeface for "Apollo 11" and a flag warp effect on the subheading "Cannabis Pre-Rolls". It was common for boxes to include stripes, ornamental patterns that framed the artwork and contrasting panels that split the box in half.
The top panel features a warm off-white coloring that sets a vintage tone, keeping the focal point of the space towards the logo. It's in harmonious contrast with the bottom panel, featuring deep blue gradient stripes that serve to capture the viewer's attention where essential information, such as serving sizes, are placed conveniently.
The former design seemed generic and made no connection to the actual Apollo 11 Moon Landing, aside from a small illustration of a simple astronaut and a spaceship, which appear too small to notice when used in small applications.
The moon, astronaut and spaceship were repositioned to fit accordingly with the new typeface, as well as to be properly proportioned so that size constraints did not become a problem when used for small application.
Favicon
This new favicon design features a repositioning of the moon, with minor details removed, resizing of the spaceship and astronauts, and a pair of stars included to fit the setting.
This simplified icon features the letter A used from the full logo, strategically made to fit inside of the moon while remaining as the focal point of the image, maintaining the moon's position as the secondary element.
Wordmark
This logo variant prioritizes simplicity in order to have more applicable uses. Other elements have been removed, expanding its capability for small scale or long distance application.
Objective: Marketing
Upon completion of its brand identity, the next task was to market the product.
The main focus of the advertising campaign is to promote how the tedious tasks of preparation are being taken away by the production of the item. The ideal experience is for consumers to go straight into sparking up without wasting any time.
It is targeted towards New York's working class, those of which are in need of a quick break and don't have a lot of time to spare. That, or those that have earned a reward after a long day's of hard work, but are not willing to spend another minute waiting to feel alleviated.
Other features of the advertisement include a showcase of the product itself, displaying the divider set in its storage. This feature had not been previously used, as it formerly had hole inserts that could not hold the pre-rolls properly in place.
Packaging Features
Other features include an indication stating that the box is encouraged to be recycled and / or refilled by the consumer. The goal is to reduce short-term wastefulness. Since it's made of paper, and that used pre-rolls will affect the condition of the box, consumers are also encouraged to buy a new box periodically to ensure high quality of the content stored within.
Brand Identity Guide - 12" x 18" Poster
