Who doesn’t love miniworlds?! When doing the art direction and execution for Key Cannabis’s rebrand it all started off with one phase “Unlock your mind.” I didn’t want Key to look like any other brand on the market. I didn’t want to use classic stoner troupes or really any visual language that the majority of cannabis brands rely on. Because let’s face it, if there’s one industry that could use a rebrand in general, it’s cannabis.
This industry is steeped in cliches and stigma and I wanted to rise above it to create something beautiful and thought-provoking. Like slipping into a new book. I am so proud of this work and I invite you to step into my miniworlds. I hope you find it relaxing, and whimsical. Just like if you tried the product.