Caldera
Caldera harnesses science and innovation to create premium, sustainable cannabis products. While working in-house at Flow Kana, I led the visual brand development and strategy for their new sub-brand, Caldera. Collaborating with marketing and packaging directors, I led design presentations to key stakeholders. The brand objectives included building brand loyalty through high-quality products and compelling visuals, enhancing brand awareness with authentic campaigns, and differentiating from competitors in a similar space. We utilized data to define the target audience (men ages 25-35 based on data from Headset.io) and developed the brand voice and mood board to reflect their desires. A volcanic theme was chosen to connect with nature and evoke excitement. Incorporating playfulness to honor the product’s recreational use without compromising quality was important to the key demographic. Standing out amid a saturated market required an eye-catching and bold brand identity system.
Creative Direction
Brand Strategy
Visual Identity Design
Packaging Design
Print & Digital Design
Role
Annabel Worrall, Director of Marketing
Meredith Hudson, Director of Packaging
Wyatt Packer, Social Media Manager/Copywriter
Credits
Artist Partnership Campaign
Flow Cannabis Company, creators of Flow Kana sun-grown cannabis, launched their new live resin product, Caldera, with a visually captivating campaign. We collaborated with nine unique artists to bring their perspectives to the Caldera brand. Each artist was asked to create a piece that spoke to their experience with cannabis and how they felt after using the product. The campaign achieved over 63K impressions and a 14.5% engagement rate, with zero account shutdowns, proving that compliance doesn't hinder creativity. Our key takeaway: Branding is an iterative process that evolves with a product, serving as a common language between consumers and the company's values. Collaborative development leads to authentic, mutually beneficial results.
Francis Kenneth
Emily Eizen
Elena Kulikova
