CALEXO cannabis beverage

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Design: TRÜF
Location: United States
Project Type: Produced
Client: CALEXO
Product Launch Location: United States
Packaging Contents: Cannabis beverage
Packaging Substrate / Materials: Glass, aluminum
Printing Process: Digital printing

Calexo isn’t just another cannabis beverage, it’s a state of mind. It aims to shift perceptions and preconceived notions through art, flavor and science. Op Art “optical art” is the perfect graphic vehicle to portray this shift in a simple, artful way while avoiding dated cannabis clichés – allowing the consumer to perceive the illusion on their own terms.

Capturing the laid-back feeling of the rolling hills, lapping water, brilliant sunsets and desert flora that defines the California and northern Mexico region, we applied a crisp, warm, color palette to both the brand and its unique flavor profiles.

A Brand Styleguide keeps the visual identity cohesive by outlining rules for the logo, typography, color palette and graphic motifs.

What’s Unique?
We paid close attention to the curvature of the bottles and cans in order to create an optical effect as they are rotated.