These Moments Just Hit Different
The Client
Moments is a new premium cannabis brand from the US, made for people who believe the best highs are the ones you share.
The Challenge
Cannabis branding is usually either wellness-y or edgy. Moments wanted something else entirely—fun, real, emotional. A brand that felt like the actual experience of getting high with friends, not a fake lifestyle or some visual nonsense.
Big Idea – Moments to Share
We flipped the narrative: cannabis isn’t just a product, it’s an experience. The big idea was to build a brand around the moment itself—the laughter, the insights, the “what were we even talking about again?”. The brand became a celebration of those shared highs.
Logo
We designed a logo where the letters are vibing—literally. Each character feels like it’s stoned and hanging out with the rest of the crew. It’s playful, a bit weird, and instantly captures the energy of the brand.
Color Palette
We started from a soft gray base (neutral, like a blank state of mind) and layered in colors to match the emotional spectrum of each high. Bright gradients for joy. Deep tones for chill.
Illustrations
Surreal. Playful. A little unhinged. We exaggerated body parts and broke logic—because that’s how a good high feels.
Packaging
Each product = a feeling. Like Feeling Chill, Feeling Happy, Feeling Deep, etc. Every pack has its own color, icon, and slogan. We even made bundle kits—vacuum-sealed packs with cannabis and random fun stuff to turn the high into a real moment.
The Results
Now live in the US with an online shop, Moments is already turning highs into stories worth sharing.
CREDIT
- Agency/Creative: Brandon Archibald
- Article Title: Brandon Archibald Builds Emotion-Driven Identity for Moments
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Ukraine
- Agency/Creative City: Odesa
- Market Region: North America
- Project Deliverables: Animation, Brand Guidelines, Brand Identity, Brand Tone of Voice, Branding, Copywriting, Creative Direction, Design, Illustration, Logo Design, Packaging Design
- Industry: Pharmaceutical
- Keywords: cannabis, weed
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Credits:
Creative Director: Boris Alexandrov
Senior Art Director: Roman Sorochynskyi
Illustrator: Hitomi San
Designers: Andrew Sandyuk, Elena Parkhisenko, Hitomi San
Senior Copywriter: Dmytro Panasiuk
Animator / Editor: Damilola Ilesanmi
Producers: Viacheslav Vainbrand, Oleksandra Shkinderova
Photography: Kseniia Brus, Inna Havrylenko
Account Manager: Natalia Niedova
