Montkush
- Packaging & Branding Redesign -
Montkush is an organic CBD farm and brand with a variety of ingestible and topical products. Montkush’s founder Anthony Sullivan created these products for his daughter- she was born with a rare genetic disorder and the medication she took had side effects that nearly erased her vibrant personality. They found CBD to be very effective for her treatment. It was life changing and helped her regain her energy and personality back. That’s when Anthony set out to create the highest quality product for his daughter and founded Montkush.
Photo by © Zoom Zoom Creative
To set apart Montkush from an already saturated CBD market, we took a different approach than the typical CBD brand that is meant to look more pharmaceutical. We chose to create a brand image that conveys the feeling of a beauty brand to signal these products are meant to be a part of your everyday, for your well-being in an approachable way. Although hemp derived CBD is very low in THC and is not a psychoactive, the average consumer’s perception still connects it back to the marijuana plant along with its negative perceptions and we wanted the customer to feel they can easily approach and access Montkush’s products as if they were purchasing a skincare product.
After
Before
We updated and refined the branding from a grassroots hand-made feel to a modern and clean design that still reflected the origins and heritage of the brand. One of the unique aspects of this brand is that in order to make the highest quality product, my clients owned and operated their own organic hemp farm and grew all of the plants needed to make their CBD products. The entire process was captured in video and has aired on Vice, and I was fortunate enough to experience the farm and better understand how the products were made, which were then reflected in the new branding.
For the soft launch of the rebrand at Erewhon- a California based luxury supermarket focused on niche, organic, high quality products- we created a subset of designs to phase in the new packaging with the old in 3 different products, 6 sku’s total.
Photo by © Zoom Zoom Creative
Shelves in-store located in LA
In addition to ingestible products for the rebrand, my clients also wanted to keep in mind a collection of products that can be applied directly to the skin so we also created a separate guideline for a line of creams and oils that contain CBD. The goal was to distinguish and easily tell apart the ingestible line of products from the skincare products, while having the overall branding consistent throughout the entire brand.
Below is a a traveling pop-up proposed in collaboration with Airstream.
