Challenge
Founded by elite athletes Calvin Johnson and Rob Sims, Primitiv is a full-service cannabis company that grows, processes, and sells cannabis of the highest possible quality. As a leading light in Michigan's cannabis industry, Primitiv is dedicated to providing holisitic relief for those struggling with chronic pain, as well as educating the public on the health benefits of cannabis. The brand pairs a bold palette and minimalist design with neutral accents and holistic lifestyle imagery to create a balanced aesthetic that is both bold and inviting.
Solution
Bold. High-end. Holistic. Aiming for a premium look, the brand leans into a black and white color scheme with subtle neutral tones interspersed throughout. Curated lifestyle imagery and bold product photography provide additional visual impact. In the Weeds In this budding industry, branding has quickly become a core component of competitive strategy. The Primitiv brand differentiates itself through a bold visual identity aimed at attracting athletes, veterans, laborers, and anyone else who finds themselves in need of natural relief. Michigan Made. Detroit Bred. Primitiv was founded by two former Detroit Lions teammates who suffered from the long-term physical effects of injuries sustained during their playing careers. Together they felt the need for a more holistic approach to their pain management, and thus Primitiv was born. Primitiv seeks to advance the cause of medicinal cannabis through research and education.
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