Crops
Leaders in liberation.
- PROJECT SCOPE:
- Brand Strategy
- Branding
- Web Design
- Packaging
- Campaign Concepts
- Art Direction
- Copywriting
- Marketing Collateral
- Merchandise
- LOCATION:
- Las Vegas, USA
- FEATURED IN:
- Packaging of the World
- AWARDS:
A part of the Justice Cannabis Co. brand family in the U.S, Crops provides euphoric, inclusive and easy-to-use cannabis experiences, made to facilitate joy and elevate wellness. This is the fifth brand we’ve developed for Justice Cannabis Co., with each one as unique, inventive and informed as the other. Crops was no exception.
Crops make flower powered products that bring freedom, ease and joy to your everyday. Their product range works symbiotically with your body’s central nervous system to unlock wellness, expand tranquility and find perspective shifts in a way that is natural, therapeutic and good for both you and the planet.
All brand elements for Crops were developed by the team at Smack Bang including the initial strategy, visual identity, packaging, digital, brand language and art direction.
The brand in the making.
As a brand, Crops is about seeking the sublime. Using kaleidoscopic colourways, old-school typefaces and playful motifs of clouds, smoke and flowers, we employed a high-vibe, retro-feel that is innately positive. As flowers are the most common form of cannabis use, the Crops branding reflects this across all touchpoints by visually communicating inclusivity and approachability. The result is a brand that is welcoming and transportive, with a relaxed, retro vibe that lends itself to being accepted by many, thus creating a safe place for people to feel connected.
Through expressive copywriting, Crops communicates with flair and ease, using a tone that is direct, light and occasionally philosophical.
Whilst Crops conveys a familiar design language, it is imbued with more subtle meaning. Brand accents and layered, cloud-like iconography are a reference to reaching “cloud nine” and the O in the Crops brand mark takes the shape of a record – a nod to the transformative power of music and the associations of cannabis with counterculture and the arts.
We built the strategy from the ground up.
We started our process with deep and deliberate dialogue with Crop’s founding team and immersing ourselves in their vision. We learned there was much more to this brand than ‘Cannabis for Wellness’. Our strategy came to life from the central desire for Crops to encourage new perspectives, cultivate freedom and enhance the lives of those who seek ‘more’. Our positioning reflected a desire to show Crops’ audience that they don’t have to experience the world in the way they have been told to.
It has been an honour to work with the founding team over the past few years to develop yet another new brand system that allows them to better express that vision. Together, we’ve created a world that seamlessly stretches across products, campaigns, social channels, digital spaces, as well as a range of much loved merch.
“Our employees, partners, and shareholders are extremely happy with the new brand. Smack Bang’s work has been invaluable to our business and have successfully elevated us in our industry.”
Laureen Stowers, CMO
The final product.
Through strategy, identity, packaging and language design, we’ve built Crops a brand with a distinct and accessible personality – the kind you want to be around because you know they make you feel good. With its inclusive ethos and blissful aesthetic, Crops is a brand that is already gaining impressive traction in a saturated market.
