CLIENT
Discover Your Color
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LOCATION
Wilmington, NC
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PROJECT
Brand Identity
Website
Print Materials
In 2011 DYC’s founder, Livi McKay started treating her grand mal seizures with cannabis. Over time, she noticed the typical cannabis classifications – indica, sativa, hybrid – weren’t giving her a consistent experience.. It became clear the industry needed a more scientific, reliable system.
In 2023, she partnered with Dr. Talleyrand, MD, and together they analyzed data from over 30,000 consumer reports. The result: a 4-color classification system designed to clarify cannabis effects and make product selection simpler and more dependable for consumers.
RESEARCH
When discussing how Discovery Your Color should resonate with brands, operators, and consumers alike, conversations centered on ensuring we present cannabis as wellness and build trust by providing an individual with a reliable cannabis experience.
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These guiding principles led us to develop a visual identity system grounded in balance and symmetry.
PRIMARY LOGO
VISUAL ID
The brand elements were carefully chosen to reflect the core values of trust, reliability, and wellness.
Deep blues and greens evoke a sense of trust while subtly aligning the brand with cannabis and natural ingredients.
Clean, sans-serif fonts were selected to let the science that underlies the new classification system speak for itself.
Soft, approachable photography is used to position cannabis as a wellness product like any other nutraceuticals on the market.
TYPOGRAPHY
Headlines
Canela
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Neulis Sans
Regular
Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
CTA Orange
Mountain Green
Mist Blue
Mud Beige
COLOR PALETTE
PHOTOGRAPHY
ICONS
WEBSITE
