ROOT’D IN THE 510

Branding for fully integrated cannabis business

We were contacted by a leading investment firm and asked to name and brand a first-of-its-kind cannabis dispensary planned for Oakland California. The firm had partnered with a team of medical marijuana veterans and planned a massive, multi-faceted cannabis business on iconic Telegraph Avenue.

Services Provided: Naming, Brand Strategy, Visual and Verbal Identity, Collateral Design, Creative Direction

We created an overarching brand identity system, applicable to multiple areas of business including a branded product line, retail dispensary, events venue, and two on-site consumption lounges. The system was also built to scale easily to support expansion to other planned locations.

We walked the team through our brand strategic development process, uncovering the unique perspectives and shared priorities. We identified areas of opportunity to create messaging and design that would stand out in an increasingly cluttered cannabis landscape.

We explored multiple rounds of name options. We leaned into the team’s underlying ethos, focusing on brand ideals like community connections, cannabis for health and wellness, and individual empowerment. We developed a messaging system with the brand name “Root’d” at the core, with lines such as “Root’d in Culture”, “Root’d in Wellness”, “Root’d in Passion”, and “Root’d in Love”.

We created and presented multiple visual identity options that led to the selected direction, inspired by music, street art, Oakland’s counterculture heritage, and the vibrancy of the dispensary’s Temescal neighborhood.

Brand activation has included many partners such as interior design teams, packaging manufacturers, digital developers, mural artists, and Root’d’s internal marketing team. We developed a thorough brand guide and core band assets to assist in launch and ongoing marketing.

The project has resulted in a vibrant, fun, flexible, and powerful brand. We helped align the diverse Root’d team and provided an authentic brand identity embraced by all.

“What really set LESS+MORE apart was their level of professionalism and ability to handhold their client through the process. This was especially helpful when we didn’t know what we were looking for.”

SARAH MAMMEN, Creative Services Manager / McKinney Capital

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