Tina Hardison—Studio
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Humboldt Legends

 
 

We partnered with a group of heritage cannabis cultivators to build an iconic and timeless cannabis brand.

 
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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.

 
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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.   

 
 
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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.

 
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Brand content

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.

 
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Content

Content Strategy
Creative Direction
Photography Direction
Copywriting

Collaborators

Scott Davies
Ted Lichtenberger
Scott Buttfield
Benjamin Laramie
Candy Mountain Collective
Eric Haines
Pakayla Biehn
Alexander Barrett
Amy Leventhal
Tripp Gobble

Strategy

Brand Strategy
Storytelling
Mission, Ethos, Values

Brand

Visual Identity
Packaging & Labeling
Voice & Tone