Client: Indose
Product: Cannabis Vape
Deliverables: Brand Strategy + Go To Market Strategy + Identity Design
Role: Creative Director
The Indose founders came to us with a challenge: They wanted to differentiate their superior cannabis dosing technology from that of the better-known, well-established competitors. With years of technological development behind them and a product ready to hit the market, they aimed to make a splash in the crowded cannabis market.
They knew they had the science to back their thinking, but needed the right tone and visuals to express it. Rather than build another white-washed “wellness” cannabis product to sit alongside the competition, we wrote a narrative that both celebrated the technology and presented an irreverent, personal, and honest take on the cannabis culture. “Greatness Comes with Control,” became the company line, referencing the company’s dosing technology which is more precise than anything on the market.
Building on the insight that customers could tailor their doses to their own needs and preferences, we positioned Indose as more “real” than competitors. We built a visual and verbal identity centered around honesty. We featured ordinary people with ordinary lives who used cannabis to amplify, augment, and add a new dimension to their lives. The identity system embodies the notion of a safe and controlled experience, that is still limitless in nature. We did this through a dynamic word mark designed to adapt to its surrounding.
We also introduced a grid system that allowed us to frame and highlight specific moments, as well as letting typography serve as a playful element within the brand. With a fresh visual and verbal identity and a playbook for how to speak to the world, Indose launched their product and a successful campaign with press mentions in TechCrunch, Bloomberg, Business Insider, and a range of other publications. The broader media is now highlighting the “control” message as a way to talk about the entire category, using Indose as an indicator of where the cannabis market is headed. The company closed a $3.5 million Series A in 2019.
