van heertum design VHD

Gasthuisring 23, 5041 DP Tilburg, Nederland

Heintz van Landewyck asked us to create the new brand “Joseph and Sons” for them. A great project including all design aspects; Logo, packaging (3D and 2D) and the entire branding scope. The herbal brand focusses on the CBD flowers that can be used in a broad range of applications. You can use it in cooking, make tea or even smoke it.

The entire brand is built on the cannabis hype. This is the reason we have been playing with the belief that unexpected things can happen, while using it. “Expect the Unexpected” was born as the branding slogan. Also, expressive colours and shapes are used.

For the logo and the main brand visual we have picked the mountain goat as a main character. The goat Joseph also has an entire family that comes to life in the branding of the product and in the brand story. Joseph lives in the mountains of Austria where the CBD flowers are from. The clear sky’s, clean air, wooden lodges, beautiful mountain views paint a beautiful and perfect picture as an inspiration for all our design work. The base of the design is build up in natural colours. The head of Joseph and the logo where illustrated by hand in a natural green.

The entire Design breaths “herbal” company, which was the intention of the final result. The product comes in different flavours, each in its own packaging. The base tin is the same for every flavour, but we gave every flavour its own vibrant colour as a contrast to the natural looking logo. Also, every packaging has a special label communicating its own specifications and flavour, on which we also are communicating the well know cannabis leaf for extra product recognition.