DARK HEART
ONE BRAND, TWO APPROACHES
Led brand ideation and concepts for launch of Dark Heart, Curaleaf’s highest tier of cannabis flower, focused on exclusive genetic crosses and cultivar.
We explored two territories, shown below for a glimpse behind the curtain. Option 1 was an exploration that felt more mystical, mysterious and premium, while Option 2 took a more masculine, timeless, premium scotch aesthetic approach. Curaleaf chose Option 1 in the end.
CD: John Godwin/ Curaleaf
