We were tasked with creating a cannabis brand that caters to an older audience and exudes a sense of comfort + nostalgia. Their target customer isn't necessarily concerned with the highest concentration of THC or newest trend flavors, but looking for a mellow way to unwind at the end of the day with the classic strains they grew up on.
When coming up with a name for the brand we tapped into the mindset of our target audience. Inspired by the changing of mood and feeling of day to night, we agreed this name was the perfect metaphor for the relaxation and relief the product provides.
The logotype is set in a typeface that feels modern yet nods to serif styles prevalent in times past, giving it the perfect balance of nostalgia and contemporary expression.
The Night Shift visual language was crafted to tap into the fond memories associated with by-gone eras and nostalgia. From the color palette to the type choices the brand system feels fresh and bold yet comfortable and classic at the same time.