FROM SEED TO STORE
Imagining the Future of Cannabis
The founders of Liberty Cannabis came to HUMANKIND to build a breakthrough brand in the fastest growing industry in America: medical cannabis. It started with a name. The spirit of liberation, carried through every expression and extension of the brand, was inspired by the freeing feeling patients have walking into Liberty's high-end dispensaries and using the products themselves.
DESIGNING AN ECOSYSTEM
A Memorable, Flexible Approach
From strategy and messaging to brand identity, product packaging, store design and a responsive e-commerce site, the "Wings of Liberty" are at the center of a flexible system that allows for growth. Along with Liberty's geometric parent logo, five sets of wings are paired with a spectrum of colors and words that reflect a variety of feelings and the company's focus on customized care. The result of a deep Discovery process, this spectrum is directly tied to the range of strains - from sativa (energizing) to indica (relaxing).