Located in California, lemon and grass is a producer and distributor of Cannabis products who came to Jump looking for help with their brand and packaging in order to strengthen their product position with desired retailers.
With a focus on wellness, lemon and grass products combine nature, science and technology to formulate and deliver the highest standard of CBD oils, tinctures, balms, patches, and a variety of other natural cannabis wellness products.
We began by understanding the lemon and grass brand and what made their product different from others in what is rapidly becoming a crowded market. For lemon and grass, emphasizing the all-natural qualities of their product, and articulating their specialized attention to the many ways cannabis can be used to provide wellness solutions gave us a defensible brand position.
Developing design solutions for their logo, website, packaging, and marketing materials followed. The logo uses a simple but bold sans serif font in a black and white stacked orientation that visually divides the word lemongrass. A horizontal line between “and” and “grass” creates further separation while pulling out the word “grass”, a playful nod to the industry.
The packaging assignment had us looking to source vessels with a wooden lid to emphasize the natural characteristics of their tinctures and balms. Clear glass bottles display the product, many of which carry a yellow tone, that we then employed as a useful highlight device on packaging, website headers, and in marketing materials. We also sourced a heavier cardstock to create the box enclosures to reinforce their quality position.
To remain true to the Asian origins of lemongrass, we used photography from Thailand and other Asian locations on the website and in the marketing materials, including t-shirts that could be worn at trade shows or given away to retailers as promo items. To create a cohesive trade show package for lemon and grass, we also developed lanyards and tablecloths, as well as sell sheets and customer information brochures that help both audiences to understand the unique benefits of the lemon and grass product line.
The lemon and grass website supports the marketing materials with a full catalogue of lemon and grass products, as well as useful tools to help both retailers and customers to find the specific product to suit their wellness needs. The simplified site structure and light, airy design, makes navigation and browsing easy, and reinforces the simplicity of the brand.