We partnered with a group of heritage cannabis cultivators to build an iconic and timeless cannabis brand.
Out of the woods, into the light
Before the collective was established, the cultivators behind Humboldt Legends have been perfecting their cultivation craft for generations. The initial challenge was to create a brand strategy and brand story that would take that rich history of generations of Humboldt County cultivation and bring it into the light for the first time in history in an approachable and captivating way.
Removing the stigma
Established as a benefit corporation, the Humboldt Legends mission is to grow for good. We wanted to use that mission and core brand values to remove the negative stigmas of cannabis. To do so, we aimed to create an elevated and approachable brand identity that could empower both consumers in their consumption and farmers in their cultivation practice.
Transparency through Design
The packaging and labeling system gives full transparency to who grew the flower and what the expected effects are. Like wine, cannabis has tasting notes, which are labeled to educate the consumer about cannabis terpenes.
We partnered with b-corp mission driven content creators to tell the Humboldt Legends story through strategic creative direction. The brand content was rooted in farm stories, Humboldt County natural beauty, responsible cultivation, and consumption through an approachable and aspirational lens.
Candy Mountain Collective
Mission, Ethos, Values
Packaging & Labeling
Voice & Tone