DOUBLE BEAR
In a rapidly growing and saturated category, Double Bear needed a brand refresh to stand out and stay memorable with a very savvy audience. This brand refresh spanned packaging, print, video, apparel, and OOH.
PROJECT OVERVIEW
Creative Direction, Brand Strategy, Tagline, Visual Identity, Packaging Design, Video Animation
CHALLENGE
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 previous Visual Identity, a two-headed bear, 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 vital.
APPROACH
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. With this, a tagline was formed: “SUPER. NATURAL. SCIENCE.”
The new tagline 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.
I then expanded on the concept and the alchemical aura it evokes by creating a visual language centered around sacred geometry. Enveloping the graphic elements in a mystical forest environment and a color palette that evoked the energy of a dimension beyond gave this brand refresh a unique way to stand out from the competition.
RESULT
Since its launch, the new creative direction and brand position has been expressed across new packaging, apparel, social platforms, and OOH. In a saturated category, the brand refresh created 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 as measured by MJ Brand Insights. Social engagement jumped a massive 30%, credited in part to the phenomenal response to the new packaging and apparel designs.
