Charly's – Top-Shelf Cannabis
OKLAHOMA
Known for its prosperous agriculture and energy industries, Oklahoma is now the proud home of Charly's cannabis farm, the crowning achievement of its creator, Carlos. A 20-year passion for the craft lies behind the recently launched brand. The end product, recognized for its distinctive high quality, is cultivated in a state-of-the-art facility. Every variable and growth input is controlled and monitored daily. Once harvested, the plants are appropriately hung whole for 10-14 days and then carefully trimmed to ensure a top-shelf product measurable by the highest standards. Furthermore, new and unique strains are grown and harvested frequently.
We created a modern brand that communicates the premium nature of the product. This brand serves as an added value to the product itself. Inspired by Charly's strong character and roots, we designed an equally strong logotype in a clean, sans-serif typeface that is functional across various media and applications. It was carefully selected because of its letters' subtle, distinctive details. Modern yet timeless, the logo consists of a three-level composition; its usage may vary depending on the circumstance. This makes it flexible and dynamic in the brand's communication.
We used black and white on the packaging for an impactful high-end feel of sophistication; the usage varies on the strain category: black background for Charly's Select and white background for Charly's Originals. But we also added green and blue neutral tones to the palette; these hold a sense of neutrality and provide an elegant backdrop that ties everything together.
The identity, which comes alive online on Charly's social feeds, is complemented with hand-written details that contrast the solid typographic approach, impeccably curated imagery, animations, and videos. The visual aesthetic and general optics create a context for the elevated experience we want to share: Rebellious, edgy, cool-hip, artsy, musicians... a reflection of Charly's audience. The photographs go back and forth in time, showing a perfect balance between the old and new, the past and present, telling stories that inspire and heighten our thinking.
