All-day Ace is a company founded by Andrew “Ace” Thomas, who decided to bring his talent and brand management expertise to a niche that he felt needed black representation. His vision is to build a lifestyle rich in culture with a broad and educated community that is passionate about this way of living. We sat down with Ace, discussed the business, the lifestyle, the vision of the company, and started working with the brand, striving for a great conceptualization and brand development.

The challenge we had was to develop a complete brand ecosystem: concept, design, packaging, art, and digital implementations. We took into account an already existent logo the client had already developed with another Agency, so we decided to start by studying the existing logo and then decided to do a logo lift that would freshen up the look and feel of the company and would be aligned with the vision the owner has for his company.

After we had a consistent logo, we based the brand communication on “All In All Day”, hinting at a broad, fun, and relatable identity that speaks in a very colloquial language (slang), very related to hip hop culture and the target audience. We went for a very eye-catching color palette that reflected this cool-playfulness we wanted to have, where the strains’ packaging and illustrations were also a way to implicitly communicate the flavors, sensations, and soul of All Day Ace.

Our packaging is designed with the client in mind. We wanted to have a very distinctive wrapping for every strain, something that will stand out immediately and people could recognize for its color and illustration on every shelf. And that’s what we did with every variety and size, even the prerolls.

We also wanted to show our design’s versatility, applying it to other cross-sale products like grinders, cases, hoodies, caps, and other merchandise our fans could buy to take their lifestyle even further and have a “me too” moment with our brand identity and products.

The implementation of the brand ecosystem to its diverse channel was full and at once, we felt we needed to bring in the new image and generate a visual noise that was coherent in every channel.