The San Fransico Bay Area-based creative studio Pavement Design created the branding and packaging system for the cannabis brand Proper Herb Company. Because the brand is known for its California home base, it only made sense that the identity system reflects this. Inspired by the elements of the sun and the ocean, as well as Tarot Cards, Pavement Design created an intricately gorgeous and yellow system that will instantly capture consumer’s interest.
Staying away from the overplayed cannabis tropes and the overused green hues, this brand’s identity ideally steps away from the norm, paving a new path for the cannabis industry,.
Proper Herb Company is a true family-owned business with a long-standing reputation for cultivating some of the most premium cannabis in California. As one of the few licensed Cannabis cultivator located within the city limits of Santa Cruz–one of the original hubs of both counter culture and cannabis–it was imperative to capture that sense of place and heritage with the branding. A tarot card-inspired logo was created featuring the sun and ocean to represent the connection of the cannabis plant to the elements. The resulting tone positions the brand as youthful, bohemian and uniquely connected to the persona of Santa Cruz proper.