In 2023, Banana Boat, a California-based cannabis brand, approached us to develop a strong and distinctive visual identity, breaking away from traditional industry codes. The goal was to create a universe that embodies the brand's free-spirited and unconventional nature while offering a premium and accessible experience. The execution of this vision required meticulous Cannabis Branding and strategic visual design.

The identity rests on two key pillars: an iconic and inclusive mascot (the character in a banana costume), embodying the playful spirit and allowing for great application flexibility (packaging, merchandising). The logo was designed with a rounded shape and typography reflecting a human and friendly approach, while ensuring instant recognition through a distinctive primary color.

The brand's tone of voice is built around engaging language. The slogan “Get Lifted to Cloud Nine” perfectly captures the intended experience: a lighthearted, relaxed, and immersive journey. This communication style aims to attract an audience looking for a different kind of cannabis experience while fostering a sense of community.

Bringing the Banana Boat vision to life required a meticulous execution plan across all touchpoints, from concept to market presence. Here's how the bold identity was deployed:

Deployment focused on packaging that balanced aesthetics with compliance. The design maintained a playful and bold approach, ensuring the clarity required by regulations.

Merchandising extended the brand experience with lifestyle products that naturally fit into consumers' daily lives, reinforcing Banana Boat's unconventional positioning.

The project established a strong and memorable brand image that sets itself apart in the highly competitive Californian cannabis market ecosystem.