Think of the word cannabis and you might imagine, among other things, a Volkswagen Type 2. Elevated cannabis brand Pruf Cultivar seeks to change the association of that quintessential hippie van into a luxury car like an Audi or a Tesla, and a sleek site by digital agency FINE helps communicate those ideas of credibility, comfort and trust. Built upon rising industry standards, Pruf Cultivar departs from the “stoner culture” connotations of cannabis’s past; on the site, elegant images of Pruf’s facility and products present the brand as a trusted purveyor of cannabis. A table-of-elements approach to design references the science behind cannabis. First-time users are welcomed with a flyout menu offering a 101 on cannabis and a robust glossary and discovery section that details strains and terpenes—the different flavors of cannabis.
FINE’s compass-heading for Pruf involved brand strategy, positioning, naming, tagline and identity. The site is run on Fae, FINE’s open-source, object-oriented CMS based on Ruby on Rails.