Lume was our first foray into cannabis—well, legally. We’ve had quite a few since, both personally and professionally, but all things considered they’re our cannabis baby. As such, they’ll forever be our favorite, and not just because they grow and sell the finest green in Michigan. But if we’re being honest, it doesn’t hurt.
Lume
Services
Naming
Identity
Design
Packaging
Production
Social/Digital
Retail Design
Print
Merch
Lume in Latin means “light of life.”
We only know that because we named them, none of us took Latin in school. We also developed their brand identity, original website, store concepts, and packaging in addition to writing them not one, but two taglines: Cannabis In a New Light and Life, Amplified.
One of the first-ever cannabis commercials…in Michigan.
In 2020, Michigan was entering a new era of cannabis advertising - specifically, for video content that could run on TV. Standing with our toes tickling this new frontier, we entered the battleground with a brand anthem.
We also learned how to negotiate music licensing contracts in the process. 0/10 recommend.
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Director: Keenan Wetzel
Production Company: We The People
On a scale of one to interest rates, how high are you?
Having a hand in their retail experience has been a trip in and of itself, especially with projects like this: a 100-page journal we created to help track your sessions. Rumor has it the New York Times is going to add it to their top 10 list. They’d be high not to.
