Tokyo Smoke

Leading by example, we showed how cannabis could be seamlessly integrated into a mindful life. By establishing the Intent System™, we showed how cannabis consumption can be broken down into a spectrum of five categories; from energizing to mellow with varying degrees of mind and body effects. With that, Tokyo Smoke could curate a selection of products to suit practically any vibe.

Campaigns allowed for a reinterpretation of the core brand elements such as the logo’s iconic red mark, the spectrum of their Intent System™, and typography. In celebration of recreational cannabis being legalized across Canada, we developed a unique campaign identity, microsite, rolling papers, and OOH advertising used to tease a once-in-a-lifetime celebration of weed.