My Role:
Discovery & Strategy
Visual Identity
Packaging
Merchandise
Hightail Cannabis
Hightail is a seed-to-sale cannabis company based in Revere, Massachusetts. Wanting to stand out amongst the crowd in an emerging market, Hightail insisted that their brand ooze a playful personality at every touch point, without sacrificing a sense of slick expertise.
Quality
By following the guidelines of the medical industry, we apply the highest standard of manufacturing practices in cultivation, processing, and packaging.
Brand Attributes
Integrity
We emphasizes sustainability and consumer care in every step of our operations. We are willing to spend a bit extra to adhere to the highest quality for our customers and the betterment of the environment.
Wellness
We are proud to continue the work done by our predecessors in medical advocacy & research. We will always recognize health and wellness as the catalysts behind the cannabis industry.
Photo moodboard
The Aesthetic
Hightail’s photography style can be described as vibrant, expressive, and iconic. Defined by unique compositions, comprised of active characters, bold use of color, and somewhat whimsical subject matter. It was important to convey a high level of taste in all uses of photography; from social media, to product shots.
The Approach
Long before a name was chosen, the Hightail team was enthusiastic about the idea of having their very own mascot. After an extensive discovery phase I presented to them the name Hightail, and the concept of a bird as a mascot, because what’s more free than a bird?
The Solution
Taking inspiration from both a Bird of Paradise, and an American Roadrunner, the Hightail mascot was born. The supporting visual identity is built of tropical greens & earthy gold/browns, paired with a sharp-yet- timeless serif logotype. Evoking both the sense of traditional and exotic.
The Lifestyle
After much consideration, the good folks at Hightail and I decided to move quickly on merchandise and marketing materials in efforts to solidify them as a staple in the Massachusetts cannabis community, even before their products hit dispensary shelves.
“We want to create an endearing and enduring brand that inspires our customers to use cannabis in ways that truly benefit their lives.”
Dean Geibel, CEO
The Goods
Hightail offers top shelf cannabis in the forms of hand-trimmed flower, as well as hand-rolled joints.
Opting for an economical solution, Hightail chose to sell their flower in full-bleed mylar bags, and their prerolls in paper tubes. The challenge then became conveying to their customers a high value product, in low-cost vessel.
The Business
I took a somewhat non-traditional approach to Hightail’s stationery in attempts drive home that sense of creativity, even applied to something as mundane as a business card.