Rabbithole

BRANDING SYSTEM | ART DIRECTION

Creative Team: Cassie Simmons, Edna Gamboa, Gabby Martinez, Edgar Viramontes, Liz Longoria

BRAND CHALLENGE

This startup had the basis of their products figured out but lacked a name and brand. On top of not having an established brand, the company also wanted to do everything possible to avoid the negative connotations associated with cannabis and the usual psychedelic hallucinogenic turn that can emerge from Alice in Wonderland based products. 

CREATIVE OBJECTIVE

In hopes to quell the negative connotation associated with cannabis products, we aimed to keep our coffee pods sophisticated and approachable. Our top priority was to educate and entice our customers with a playful and whimsical approach to the brand. We chose to focus on the escapism, departure from the norm that comes when using our products. We had to focus in and cater to the curious soul that would try THC infused coffee. 

BRAND STATEMENT

Rabbit Hole provides an escape for curious people looking to depart from their daily routine. Our coffee contains a reliably dosed amount of THC, allowing you to unwind with complete control over your experience. Indulge in the coffee for the curious.

IDENTITY

When someone "goes down the rabbit hole" it usually implies that they go down a different path than the one expected. The Rabbit Hole's identity revolves around our customers' whimsical, curious, and spontaneous nature. We chose to go with a lighthearted and fun approach to our illustrations and type choices