Señor Smoke isn’t here to follow the rules — he’s here to rewrite them. He encourages us to live our best lives, with our own style. Inspired by the famous Minnesota Twins Baseball pitcher Juan Berenguer, aka Señor Smoke, these all-natural Cannabis Cocktails are crafted to elevate the moment. Juan was part of the legendary 1987 World Series Championship team and stood out through his bold personality and his authenticity. The brand reflects his values of authenticity, inclusivity, and the courage to push against the status quo. Living the American dream on his own terms, he never compromised who he was. Señor Smoke embraces the same fire that motivated Juan Berenguer to greatness, boldly celebrating the pursuit of something better.
The new beverage brand was created to work as comfortably on the pitcher’s mound as it does on the couch. Señor Smoke launched with three core cocktails: a Margarita, an Apple Pie cocktail, and a Grape Ape cocktail. Each cocktail also includes its own unique cannabinoids to cater a unique cannabis driven experience: THC paired with either CBD, CBN or CBG.
The brand identity system centers around Juan’s iconic mustache and nods to Señor Smoke’s Panamanian heritage. The brand mark itself is derived from the typographic figures of the logotype and expands into a wider visual system. The tilde is reflected to form the mustache that represents Juan and his larger-than-life personality. Each cocktail has its own unique color palette, bold in personality, but relaxed and approachable.
CREDIT
- Agency/Creative: Cue
- Article Title: Cue Ignites A Distinctive Brand Identity For Señor Smoke Cannabis Cocktails
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Minneapolis
- Market Region: North America
- Project Deliverables: 3D Design, 3D Motion, Animation, Art Direction, Brand Architecture, Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Strategy, Brand Tone of Voice, Branding, Copywriting, Creative Direction, Design, Graphic Design, Icon Design, Label Design, Logo Design, Motion Graphics, Packaging Design, T-Shirt Design, Tone of Voice, Typography
- Industry: Food/Beverage
- Keywords: Cannabis, Cocktails, Packaging, Branding, Minnesota, Twins, Baseball, MLB, World Series, Juan Berenguer, Señor Smoke, Can, Label, Typography, Logo, Margarita, Apple Pie, Grape Ape, Tilde, Mustache
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Credits:
Designer: Matt Erickson
