Solution & Strategy 

Ending the negative stigma associated with the cannabis culture has never been easier with Devileaf. The campaign is centered around the tagline ”Good As Hell” which provokes a humorous misleading disposition. The tagline uses is short and catchy, uses wordplay, and fun to say when using the product. The color palette plays with the natural colors found on the shaggy buds in the flowers themselves. Green for sativa strains, purple for indica strains, and red for hybrid strains making them easily identifiable. ’Gin’ is the primary type and it reinforces the horns and tail of the logo with the use of its sharp serifs. The raised 'D and 'F help center the logo above the type for a clean and modern look. ’Proxima Nova’ is the secondary type which is very legible and clean. The goal was to bring together a sophisticated look to a medical grade product by giving a more elevated and mature sense to the packaging. Their locally sourced ingredients provide a safe, enjoyable, and therapeutic experience to new and frequent cannabis users. 

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This project was a success for me because I captured the feel and experience of the product and made them connect to the brand in a unique and special way. I also like the poster campaign because it gives a relax view and helps get the experience of using the product across in a simple way. I would also add that this packaging can me modify to accommodate larger or smaller quantities of flower, making the brand very expandable.