Through a first phase research and documentation I was able to get a clearer view of what is the current state of such a peculiar market, thus spotting the specific niche I wanted to represent: the highest end of the spectrum, composed of top-range products.

As always I like to begin my project with a good sketching session to help my creativity flow and this way finding a series of possible alternatives, most of which end up of course discarded, but not without any purpose.

These sketches in fact help me getting a 360° view of what my range of possibilities is, and later choosing the best amongst all the alternatives.

After excluding a series of different options I started defining what my brand would have looked like. The choice of pursuing an elite product determined itself a number of „guidelines“ in the creation of the brand identity: both palettes and typefaces had to reflect a certain style, in conformity with with what the brand wanted to represent.

The result of this process was CIMA, a brand whose identity sets its place amongst the high-end products, with an aura of legitimacy and trustworthiness, intended for the large scale legal distribution. The product lines would include cannabis flowers and cannabis extract capsules, all of which would ideally come from top quality plants grown in the EU, in the utmost respect of the environment.

CIMA's slogan is „The Highest“. This reflects the brand's vision and hints to the superior quality of the product.

Overall this has been a truly inspiring project and a real challenge. For me to tackle a project this big on my own has been no easy task but the result was satisfying nonetheless. Thanks to both my personal effort and the expert guidance of the teacher I was able to conclude with something I can say I'm proud of. 

It was particularly interesting seeing how a having virtually no initial restrictions on the direction of the project was both an advantage and a challenge. It was also fascinating to see in which measure the brand identity affected the values of the brand and vice versa.