Responses by Blok design
Background: 48North, a bold female-led cannabis company, is rethinking the landscape of cannabis in Canada. We set out to create a brand that would represent the expansiveness, the boldness and the clarity of a company that is challenging preconceptions and opening possibilities.
Reasoning: As cannabis is being legalized and Canada leads the way into a new environment, design plays an essential role in establishing new ways of communicating, breaking down barriers and expanding people’s minds about cannabis. We designed a system that is fluid and expansive, as well as rich in depth and visual vocabulary. Owning this very space through color and clarity was essential to expressing the humanity and high ethics 48North holds.
Challenges: Challenging existing visual languages within this landscape and bringing a new sensibility to the design. As well as thinking about new ways of depicting the subject matter, we had to make it work within the shifting rules and regulations that are still in progress in this industry.
Favorite details: The language that was created for 48North came from the obstacles we encountered through the process. We had so many constraints that it made us explore alternative solutions and gave the identity a unique sense of self through the brush strokes and the illustrations we created in-house. There is never anything more inspiring than when we explore far away from the expected.
Visual influences: The solutions came from the subject matter, the many conversations we had from nature, earth, art, and the plant itself.
Specific demands: The emerging cannabis market is constantly evolving, which means we had to work quickly and take risks.
Anything new: We feel so honored to have worked with such magnificent women like Alison Gordon, the first woman CEO in this industry. Everything was a learning process for us, starting by having to be elastic in our thinking about the product and its possibilities, to truly diving into an industry that is changing dramatically. But what surprised us most were the ethics and the true passion that we encountered along the way of the trailblazers, who have been involved in cannabis for a very long time.