Cannabis concentrates is a rapidly growing category. Terrapin’s concentrate brand was in dire need of a brand position and visual identity so consumers could develop stronger brand affinity. The opportunity was not only apparent, but it was also necessary as the two-headed bear visual (below) was non-compliant in several states. Given the increased competition in the category and lack of compliance, creating a brand position with a compelling emotional connection and a memorably visual aesthetic was no longer a luxury.

Distilling the core elements of the products, cannabis and the scientific process used to produce them, down to their essence became the center of the new brand position: Science & Flower. I expanded on the concept and the alchemical aura it evokes by creating a visual environment enhanced by a graphic library of sacred geometry. Working with a copywriter, a tagline was formed:
“SUPER. NATURAL. SCIENCE.”

This conveys the strength of the category (super), the plant behind the products (natural), and the process in which it’s made (science). The double entendre embedded in the new tagline, supernatural, builds on the mysticism. The tagline is further crystalized into an ownable call to action when used earlier in the consumer journey:
“HARNESS THE POWER OF SCIENCE & FLOWER”

Since its launch, the new creative direction and brand position has been expressed across new packaging, apparel, social platforms, billboards, and an entirely new way for consumers to connect with the brand. As a result, Double Bear became one of the top hottest brands in Michigan and beyond.

Check out the Double Bear case study here.

Role: Creative Director

Copywriting: Ned Connolly
Photography: Jeremiah Corder