(Est. 2014) “Broken Coast Cannabis is a licensed producer of medical cannabis based in British Columbia and licensed under the Controlled Drugs and Substances Act. We are proud to be Canadian owned and operated, and adhere to Canada’s Access to Cannabis for Medical Purposes Regulations.”
Webb Creative (New Westminster, BC)
Broken Coast is Canada’s premier producer of small batch cannabis. In late 2016 we were approached to redesign their branding, packaging, and website in anticipation of adult-use legalization in the summer of 2018. The cannabis sector has matured greatly since the original Broken Coast identity was created, and consumers have become far more sophisticated and discerning. Whereas using a (small, tastefully rendered) cannabis leaf may have been appropriate in the past, using imagery that is even remotely associated with the stigmatized history of cannabis is potentially detrimental in today’s marketplace. With this in mind we stripped away any reference to cannabis itself, and instead created brand elements that reinforce Broken Coast’s deep connection to British Columbia and the Pacific ocean.
Images (opinion after)
The old logo wasn’t too terrible but it looked cheap and the techie-looking font was an odd choice as well as a poor complement to the icon which, itself, was bad. The new logo drops the marijuana leaf graphic and goes for a category-specific-less type treatment that could equally be used to sell coffee, beer, or bread. The name says “cannabis” so not all is lost. As a typographic unit, it’s nice enough but perhaps a little disjointed with too many elements and styles going on… there is the monogram badge; the small, condensed, tightly-spaced type next to it; the wide, loosely-spaced “Cannabis LTD” type with an underline; and, finally, the main name in a normally-spaced wide type that looks customized with some subtle flared serifs (which I actually like a lot). The packaging is a major improvement. The old bottles were dull and, again, looked cheap. The new packaging is visually great, with strong and clear hierarchy, and a vibrant color palette. They could easily be vitamin supplements though… which raises the question of how cannabis-ish do cannabis products have to be? Or what even makes a cannabis product cannabis-ish other than the use of a marijuana leaf? Nonetheless, a pleasant redesign visually.