Root’d
Campaign Strategy / Design Systems / Print Design / Packaging / Digital Design / Environmental Design
We named and branded Root’d, a massive, first-of-its-kind cannabis dispensary and consumption lounge, by aligning founders, investors, and an all-star team of medical marijuana veterans around our expansive brand vision.
Overview
We developed an evolving messaging system around the brand name, leveraging lines like “Root’d in Culture”, “Root’d in Wellness”, “Root’d in Passion”, “Root’d in Love” to lean into brand ideals like community connections, cannabis for health and wellness, and individual empowerment.
We were contacted by a leading investment firm 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.
Our overarching brand identity system covered the retail dispensary, an exclusive storebrand product line, an events venue, and two on-site consumption lounges, but was built to easily scale to support planned expansion.
Through our strategic development process, we uncovered the usual intel—powerful unique perspectives, shared priorities, and opportunities to stand out.
We developed a messaging system with our chosen brand name at the core, with lines like “Root’d in Culture”, “Root’d in Wellness”, “Root’d in Passion”, “Root’d in Love.” Leaning into brand ideals like community connections, cannabis for health and wellness, and individual empowerment. Which partnered beautifully with a visual language inspired by music, street art, Oakland’s counterculture heritage, and the vibrancy of the dispensary’s Temescal neighborhood.
Partnering with the talent interior design team at The McBride Company, as well as packaging manufacturers, digital developers, mural artists, and Root’d’s internal marketing team, we developed a detailed brand guide with core assets to guide launch and, of course, future marketing.
With the diverse Root’d team aligned, our new brand was deployed to promote the multiple facets of Root’d, including a retail dispensary, an exclusive store brand product line, an events venue, and two on-site consumption lounges.
Partnering with the talented interior design team at The McBride Company, as well as packaging manufacturers, digital developers, mural artists, and Root’d’s internal marketing team, we developed a detailed brand guide with core assets to guide launch and, of course, future marketing.
“What really set Less And 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
