About the project
Hédoné could have been the number 1 Dutch premium cannabis brand, had the country progressed further in its policies. The legalization of marijuana has been a long-standing political debate for years. The question of whether to legalize or not has lingered, and the experiment allowing certain municipalities to legally sell produced marijuana has been consistently delayed.
While I'm not a smoker, I am passionate about branding. I didn't want to wait to shape the Netherlands' first cannabis brand. That's why I created Hédoné.
Roles:
Creative concept
Design direction
Logo design
Brand identity design
Hèdonè
In philosophy, hedonism is the ethical doctrine asserting that pleasure (in a general sense) is the highest good. The term 'hedonism' is derived from Ancient Greek, where 'Hèdonè' translates to 'pleasure'.
Landmark
The distinctive wordmark balances elegance and boldness. While the curves within the letter counters draw parallels to the thick smoke wisps from a joint.
The Haze
Functioning as an extension of the logo and an enhancement to the visual system, I've created a design component that blends two characteristic elements of marijuana into a distinctive visual brand asset. Referred to as 'The Haze,' this feature takes inspiration from the thick, gracefully swirling smoke plumes of a joint and the multitude of vibrant colors that can be found in the flower buds
