Designing for cannabis brands is pretty much like working with any other brand, save for a few exciting differences.
That’s the message from Nick Bujnak, a freelance digital and print designer based in Toronto. Nick has been creating visual identities for major traditional brands for over 12 years and is now working with major marijuana brands like Terrascend, Aphria, and Herb.
“There aren’t any dominant trends in cannabis branding that have played out yet. It’s not like designing a logo for a spa where symbols like yin-yangs and flowers are everywhere. There’s obviously the cannabis leaf symbol but that’s just the beginning. There’s so much opportunity to do things that haven’t been done yet.”
Nick described his process when working with a new cannabis brand:
“In a lot of ways it’s like designing for any other product where it comes down to a personal preference.” Nick compared selecting brands of cannabis to choosing which tea to buy. “It’s about what you yourself prefer. What flavours do I like? What feeling am I looking for?”
When asked which cannabis brands he himself admired, he offered up Sunday Goods, Tokyo Smoke, and Serra, all lifestyle brands. “I think we’re going to see a lot more brands coming out. Right now most of the work is with growers but that will open up once it’s legal.”