BRAND STRATEGY • CREATIVE DIRECTION • DESIGNNeue Heights
Executed as an on-spec project, the intention behind this cannabis brand was to break the mold of traditional stereotypes and offer a new, elevated take on what ~weed could be.
Inspired by retro futurism, millennial modernism, and cyber aesthetics, Neue Heights is a great example on how to break new ground in a space often attributed to hippie stoner culture.
Creative Direction
Approachable futurism – i.e. the vision of tomorrow, today
Vibrant modernism
Clean sophistication
Cannabis connoisseurs
High-fashion
Cannabis Stereotypes
Unsophisticated & unrefined
“For hippies & stoners”
Seedy, negative connotations
Rasta-inspired: yellow, red, green color palettes
Psychedelic design language
New Perspective
Editorialized to showcase the science behind cannabis
Experimental type layouts to communicate innovation
Vibrant but grounded to attract a mature and thoughtful audience
Designed for a customer that appreciates refinement