04
Brand Refresh
HIGHLY DUTCH
Previously, HIGHLY DUTCH was just another cannabis brand in a crowded market. Its focus on organic products, while valuable, wasn’t unique. I collaborated with Sister Merci and the Marketing team to refresh and successfully relaunch the brand with a stronger, more distinct identity. With many competitors offering certified organic cannabis, HIGHLY DUTCH stands out by leaning into its own brand of weird, drawing inspiration from the Dutch mastery of the unconventional. The new logo was designed to be distinctive and dynamic, capturing the weirdness with its unique lettering.
MY SERVICES
Graphic Design
Motion Graphics
Email Marketing
Social Media
Web Design
Print Production
Packaging
CREDITS
Sister Merci / Consultation
Matt Webb / Creative Direction
Oli Bell / Marketing Strategy
Jessica Grajczyk / Copywriting
Gia Thompson / Production
Adam Lang / Web Development
CORE DESIGN SYSTEM
- Typeface ‘Stinger Variable‘ used for logo, product names, headlines and sub-heads.
- Horizontally and vertically aligned letters
- 2-colour combo fo each SKU
- Cross stitch overlapped with big headlines or graphics
RESULTS
- Scaled for packaging, prints, social, email campaigns, website, retail displays, merch and OOH promotional videos
- Repurposed easily and consistently for big headlines or new SKUs in the future, improving design workflows
- Established a quirky and cohesive brand identity
MARKETING CAMPAIGN
To build buzz around the brand refresh and sustain momentum into the holiday season, we came up with a quirky, on-brand idea: a giveaway featuring a giant 72 lb wheel of cheese. The campaign was clever, unexpected, weird, and most importantly, highly engaging.
RESULTS