Brand Identity - Papito
PAPITO is Chilean, design-led cannabis accessories brand that produces visually striking paraphernalia in small, season-inspired batches.
I started this project in 2017 as a way of exploring -and go through- what most of my customers deal with in their day-to-day activities: finding an audience for their ideas, sourcing materials and everything that is not about design itself.
This approach helped me tremendously in improving my strategy and understanding my client's needs in a way that few creatives can offer.
1- Logo and main brand assets:
Logo, lock-ups, typography, colour palette.
Legacy logo (now used exclusively for designs) and new logo. A simple colour palette was chosen due to the vibrant colour schemes of the products themselves.
Designs
An initial set of designs were created, all of which featured the old logo and variations in words and/or phrases that appeal to the audience's culture.
More Designs
For designs that ventured outside the current and old logo a band was designed with Papito on opposite sides. This acts as a framing device, leaving the center as a blank canvas to create and explore different designs.
Whew.
Packaging and Wrapping
Papito's take on packaging is one that will impress you but also won't give away what it is straight away. This "hiding in plain sight" or "evident camouflage" approach results in dazzling designs that step away from conventional paraphernalia.
At the same time, these limited-edition wrapping papers tell a story as they unfold: an illustration of a penguin, a hazy "Papito" type, melting away (in the couch?), seaweed inspo (see below) or a contemporary take on dazzle camouflage, used in warships over a century ago.
From Huiro to Hero: “Huiro” is the coloquial name for seaweed or kelp and has long been used as slang for cannabis in Chile. These wrappings aim at highlighting this term by digitally reproducing their pattern.
Social Assets
Papito's social strategy is not only about extending the brand's tone of voice and visual assets. By regularly connecting with their audience, the brand (and team) promotes free of charge delivery, by taking your grinder with them to other parts of the country.
