The team behind Puro came to us with the ambitious goal of raising $800,000 in equity to launch their medicinal cannabis and research company out of the ever-sunny Marlborough. Their brief to us, to create a brand identity that portrayed the company as clean and fresh, a massive departure from the tacky, green weed references synonymous with the increasingly crowded market.
We began work developing a concept that focussed on the end-benefits that THC and cannabinoids could bring to those in need — wholeness and a better quality of life. This exploration resulted in a responsive logomark — two incomplete circles that come together to form a whole. A bright yellow colour, referencing Marlborough’s affiliation to the sun, is paired with muted greys and used across brand collateral.
Stationery, a website, a funding document and merchandise were all produced. The identity is brought to life using Colorplan stocks, foil print techniques and aspirational brand imagery showcasing the different facets of the brand. The launch of Puro went better than anyone was expecting, setting the Australasian record for crowdfunding by raising over $4 million in equity over 4 weeks — more than enough to set up operations almost immediately following the campaign.