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Responses by Michael Hester, principal/creative director, Pavement

Background: Zoma Cannabis represents the new standard for premium organic cannabis in California. Targeted towards the recreational cannabis crowd, Zoma sought to create a brand that appealed to the true cannabis connoisseur. Opulence and sophistication were ideals that Zoma’s founder hoped to exemplify.

Reasoning: As a certified-organic cannabis line, the identity sought to illuminate the connection between the cannabis plant to the earth and healing through symbols of alchemy and sacred geometries. With a blind emboss illustration of Mother Earth paired with gold foil flourishes, the brand feels opulent and indulgent, yet grounded and calming. We wanted to establish an overall sense of balance and sophistication that positions the products at the forefront of refinement in the California recreational market.

Challenges: With the new cannabis packaging regulations coming into effect on July 1st of this year, the brand had to navigate through the ambiguous set of rules that were set to begin. Childproofing all packaging components across multiple product categories, while still maintaining a sense of sophistication, proved to be a challenge.

Favorite details: The physical execution of the box. The blind emboss illustration of Mother Earth paired with the gold foil logotype and filigree were flawlessly executed by the expert team at Studio On Fire in Minneapolis.

Visual influences: The brand’s look and feel was heavily influenced by the traditional imagery of sacred geometries and alchemy. Zoma came to the table with a very clear vision of what it was hoping to achieve aesthetically, which only made our job more fun.

pavementsf.com

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