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Overview
Locals Only is a women-owned dispensary that delivers high-quality cannabis products to the east coast. The client approached me, and my team sought to build a website for their branded merchandise. Since many tech companies do not allow cannabis marketing on their platforms, they believed that creating a merch website would be a great way to spread brand awareness and introduce people to the company and the services they offer.
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Problem
Upon reviewing their current brand assets, it quickly became evident that we needed a cohesive brand identity to deliver an effective UX experience. Due to this revelation, our question shifted from how might we build a great UX experience for Locals Only to how might we make Locals Only a cannabis brand that consumers want to buy merch from? Upon that realization, my partner and I sought to learn more about the cannabis market and how Locals Only can position itself in a rapidly oversaturated market.
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Solution
Based on our market research, we developed a new brand identity and unique value preposition for Locals Only. The new Locals Only would focus on providing a curated, experience-based digital dispensary with a wide range of premium cannabis products that empower customers to have fun and manage their mental health.
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Logo
The original Locals Only logo did not communicate much about the company. Furthermore, the low contrast and dramatic drop shadow made the logo almost illegible. Since the company had a long name, My team believed it would be best to make their new logo a combination mark to allow the logo to be adaptable to various placements. We redesigned the logo to compliment the brand's personality. The heart is a feminine touch that reflects that this a women-owned brand for women. The facial expression is a playful nod to the brand's products. Lastly, the typeface features wavy lines that communicate that the brand is chill, laidback, and personable.
The original Locals Only logo did not communicate much about the company. Furthermore, the low contrast and dramatic drop shadow made the logo almost illegible. Since the company had a long name, My team believed it would be best to make their new logo a combination mark to allow the logo to be adaptable to various placements. We redesigned the logo to compliment the brand's personality. The heart is a feminine touch that reflects that this a women-owned brand for women. The facial expression is a playful nod to the brand's products. Lastly, the typeface features wavy lines that communicate that the brand is chill, laidback, and personable.
