JOON
Deliverables
Naming
Brand Strategy
Logo Design
Packaging Design
Packaging Development
Website
Year
2021
Client
Melodie CEO
Intro
JOON is a premium cannabis edibles and indoor flower brand located in Palm Springs. Their business was founded on the quality of their state-of-the-art indoor grow and manufacturing facility. They had the foundational items to create amazing products, yet lacked having a brand or brand strategy for how to enter the market in a meaningful way.
Insight
Internal and consumer research identified a shared passion and desire to change consumers’ relationship with Cannabis. We discovered a massive market of new cannabis and cannabis-sensitive consumers who were deeply underserved. They desired simplicity in messaging, education, and above all products that they could trust. For them, cannabis represented a new healthier alternative to enhance life experiences.
Solutions
We positioned JOON for working professional go-getters who are looking to responsibly celebrate personal pleasures. JOON's mission is to create safe, magical, experiences that can be tailored to specific desires. Unlike other edibles products that have a onesie fits all approach and can lead to fear and confusion. JOON provides dose-specific, customizable mood-enhancing edibles. This lens became our guide for all communication strategies, visual direction, product, packaging and distribution strategy.