Candela Cannabis

Candela is an award-winning cannabis brand featuring solventless concentrates, flower, edibles, and pens. The previous branding was very scientific, clinical, and straight-forward. The time came for an upgrade to a new, funky, and more attention-grabbing brand style. The new branding utilizes a playful logotype, more vibrant colors, and custom geometric animal sketches.

Candela is the measurement of luminous intensity, so that definition drove the design direction for the new branding, with the tagline being “illuminate your intensity”. Bright colors are used in contrast with black and white sketches. The sunglasses represent the colorful vision, and when applied over the black and white sketches, color appears. The animal sketches represent the effects of the different strain types. Indica is represented by a sloth, slow-moving and calming. Sativa is represented by a cheetah, fast-paced and focused. Hybrid is represented by a giraffe, energetic and euphoric.

Across all packaging, the animal sketches are used to indicate the strain type. Each package has a white base, with the animal sketches and sunglasses, and an additional element of the gradient pattern with the tagline “illuminate your intensity”. The logo and product information is always displayed in Candela Blue to stand out from the rest of the design elements. These key elements are consistent across all of the packaging formats.

The packaging family consists of paper packaging in the form of coffee style bags for the flower, boxes for the vape cartridges, and tubes for the concentrate jars and pre-rolls. Even though the form factors for each product are different, the paper material, along with the branding assets, create a cohesive look and feel for the packaging.