Novaidea X Moksa Cannabis Light – Live Elevated



Agency: Novaidea Creative Resources
Art Director: Leopoldo Vendramin
Designer: Giordano Zanotto
Assistant Art Director: Nicolò Polesello
Designer: Mirko Cancian
3D Photo Shoot (Freelance): Riccardo Mion
Location: Italy
Project Type: Produced
Client: Moksa Cannabis Light – Live Elevated
Product Launch Location: Global
Packaging Contents: CBD Flowers, CBD Oil, E-Liquid
Packaging Substrate / Materials: Glass bottle, Paper, Plastic
Printing Process: Offset

MOKSA is a new concept store dedicated to sativa cannabis. Novaidea was responsible for the naming, branding, corporate identity and marketing. The name arose from ‘Moksa’, a Sanskrit word that means ‘liberation’ and ‘salvation’. It’s also an anagram of SMOKA, but most importantly it’s a word linked to reaching a superior spiritual state. This choice conveys the desire to accompany the product, with intelligence and subtle irony, towards its natural path of liberation from judgment and stereotypes.

What’s Unique?
Opting for sober elegance, tones in the Moksa store are calm, light is warm and diffused, and furniture is made of recycled materials. Everything is designed to accommodate customers and make them feel at ease in a natural, comfortable space. Unlike its competitors, MOKSA avoids overdone references (like lanceolate leaves and other iconic figures) that directly or indirectly might suggest an improper use of the product.