Consumer cannabis is a brave new category. Along with a name, brand identity, website, packaging and all the other trappings of consumer branding, the Prūf Cultivar letterhead was to add a finishing touch of professionalism in an industry evolving far ahead of the old world of teenage “stoner” style.
This new brand was built on a foundation of clean-room quality, technology, precision, and an almost scientific path to building trust and credibility in product quality. The clean, minimal letterhead design amplifies those traits, echoing elements of the identity down to the elemental hexagon shape and the macron in the brand name that suggest a level of scientific refinement. Using a very fine paper with crisp engraving further elevated the sense of quality, precision, and alchemy you might find in a high-end perfume or beauty product – as far from the Ziploc bag perceptions of the category’s old perceptions as you can get.
The letterhead ensures that all of the brand’s touch points deliver on a level of luxury, refinement, and attentive production that the brand promises, separating it from old perceptions and paving the way for a brave new world of “Elevated Cannabis.”