BRAND DEVELOPMENT
Canndescent
/ The Art of Flower
Canndescent is a premier cannabis brand based in California. Its 11,000-square-foot grow facility in Palm Desert offers flower-based strains that are customized by mood, following the brand's tagline: "The Art of Flower." Canndescent turned to Parker Studio for help with rebranding the space and creating its first luxury brand.
CLIENT: Canndescent
ROLE: Art Direction, Brand Design
CREDITS: Michael Haber, Ali Mitton,
The Anton Eye, Daisy Rast, Elena Kulikova, Jacqueline Rubasky
The Candescent Brand Strategy intended to make people rethink their perceptions of cannabis. By marketing for moods rather than strains, the brand needed to evoke five sensations; calm, cruise, create, connect and charge in all packaging and brand messaging.
To reach a market of people who were unfamiliar with cannabis, we developed a branding strategy that used mood-based imagery and engaging brand experiences.
The brand partnered with artists & industry professionals to create unique experiences for consumers. Photographer Elena Kulikova's crisp and modern aesthetic captured the essence of her cannabis experience.
By launching a series of seasonal campaigns that felt connected in lifestyle and mood with cannabis, the company went head to head with consumer beverages and emerged as a leader in the space. People wanted to experience more, and the Canndescent brand gave them space for it.
As Canndescent grew, so did its team. The company offers employees a generous profit-sharing program, and for this campaign we captured the brand's employees in their natural state: cultivation, trimming and packaging.The result: an expressive campaign that boosted comradery and excitement toward the brand.
As a leading cannabis brand in California, we hosted several events to showcase our flower. From small budtender events, to larger launch campaigns, we brought people together to experience the "Art of Flower."
