Born in Boulder, CO in 2010, Keef grew and expanded organically over the next ten years, opening bottling lines for cannabis beverages in seven states. In anticipation of an entry into the California market and beyond, the Keef team wanted to re-think the brand platform and design system. We started by reconsidering the brand story. If beverage was the most socially acceptable way to consume cannabis, we could simply associate it with normalized behavior. “Add some elevation to celebration” became the rallying cry that led to a hand-lettered logo, a new typeface, a brand system, and bespoke artwork for packaging rolled out across four lines of Keef beverages and vape products.
Packaging & illustration
We sought to develop a brand system, through color, design and original illustration, that would be extensible enough hold together the entire Keef product catalog — including both beverage and vape.
Sample Early Sketch
Final Art Sample
beverage line redesign
Once we landed on a brand system through color and illustration style, we extended it across all four lines of cannabis-infused beverages. For beverage, most states require an opaque can or bottle, so we needed to capture the flavor and personality of the beverage through illustration and color. For example, the classic soda line utilizes bright colors and bold imagery, while the flavored seltzers showcase muted colors and softer imagery. All of the packaging artwork is original and hand-illustrated.
Ancillary Product Design
In addition to the cannabis-infused beverage product lines, we extended the brand system to CBD beverages, oils and vape products.
We used our freshly-minted style guide and new visual identity to craft a shiny new WordPress website at keefbrands.com and a Canadian version at keefbrands.ca.