Branding | Print Design | Experiential Design
Ethos
Cannabis
Overview
Ethos was new to the retail and medicinal cannabis industry when I began working with them in 2020. They wanted to open brick and mortar locations in various states as well as establish an online presence. While the logo was established when I arrived to the studio, I was one of a two person design team to develop the brand’s typography, color palette, secondary textures, and iconography. I was then able to use these guidelines to design printed materials, in-store experiences, and social media assets.
Problem
To establish a new brand in a relatively young industry in order for them to became a competitor in the cannabis space. Another hurdle we faced was designing to accommodate the state-by-state regulations for cannabis retailers depending on how the laws varied for recreational and medicinal use.
Role
Designer responsible for brand identity expansion, experiential design and production, and social media asset development
Process
Brand Identity
Design
Iteration
Client Presentations
Production
Vendor Communications
Install
Solution
Ethos now has an established brand identity and in-store experience package to roll out to various locations in the Northeast and beyond. They now have 13 locations across Pennsylvania, Massachusetts, and Ohio.
Tools
Illustrator
Photoshop
InDesign
Duration
1 year
Brand Identity and Print Design
Ethos has an approachable and friendly yet clean and minimalistic brand aesthetic utilizing bold color and eye-catching gradients to educate and entice consumers about the benefits of cannabis products. The brand is meant to be engaging and sophisticated while working to inform in an accessible way. The poster series is a strong example of this mission because the gradients radiate a contemporary fun visual while the text communicates what consumers can expect from the brand.
Primary Logo
Secondary Logo
Experiential Design
The in-store experience for Ethos retail spaces reflect the approachable and engaging look and feel established with the brand identity. The use of bold patterns and colors layered with strong, straightforward wayfinding and messaging result in an eye-catching yet informative customer experience.
The spaces were mocked up and presented to the client using CAD Tools with Adobe Illustrator before creating full-scale production files for fabrication. Alterations were made for each space depending on its location and the state’s regulations for dispensaries.
Elevations and Floor Plan
The installation photos above as well as the elevations and floor plan shown below reflect an Ethos location in Pittsburgh, Pennsylvania. The flower graphic from the logo was pulled out to use as a large visual and the wall paper at the point of sale was designed to display the brand’s palette in a unique way and to provide visual texture in the space. The Feel Better poster was hung in the reception area as an introduction to the brand.
