Visual identity and brand design for Toronto-based cannabis retailer.
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.
Creative Direction Berkeley Poole
Design Direction Brett Ramsay
Design Andrew Cooper, Brett Ramsay, Egor Sokolov
Photography Common Good, Nathan Legiehn, David Pike, Aaron Wynia
CGI Colors And The Kids, Six N. Five
Additional CGI, Motion Andrew Cooper