WholesomeCo Cannabis was a leader in bringing medical cannabis use to the state of Utah. Carpenter Collective worked with WholesomeCo to develop an identity, packaging design system, retail experience and various digital assets for this new endeavor. WholesomeCo believes in the medicinal value of cannabis as a natural path to health and wellness. From packaging to retail design, the design intent was to present an approachable, trusted and quality brand experience at every possible touchpoint.

When developing the brand symbol, we wanted to make a subtle nod to the cannabis flower but do so in an approachable way. We also found inspiration in the beauty of the Utah landscapes, specifically the rock cairns/stacks a hiker might find on a trail. These found rock stacks tell hikers, yes, you are on the right path—keep going. A comforting brand message we hope also resonates with WholesomeCo consumers. Overall, this mark is inspired by nature and represents growth and balance—both attributes WholesomeCo sees their customers trying to achieve with their product.

A custom packaging system was vital within the clients brand story. WholesomeCo not only has a retail space but also delivers product throughout the Salt Lake City region. The packaging system was a crucial way of reinforcing the brand’s story long after a purchase. Throughout the identity and packaging system we implemented iconography that abstractly speaks to the wellness benefits of cannabis. The bird used throughout the brand system symbolizes hope, rebirth and freedom. The sun, a common symbol for energy, positivity and self. Where the open palm historically represents truth, honesty and creativity. Within our open palm icon we have placed abstract leaves connecting it back to WholesomeCo and their product.