Description
LA-based cannabis club Dela V is dedicated to selling high-quality cannabis and directing profits to Caribbean foundations and institutions. Their three strains - "Spanish Town" (indica), "Jamexican" (hybrid), and "Soca Sargeant" (sativa) - each support specific causes, including a Jamaican children's hospital, U.S. foundations for people of color, and Trinidadian and Tobagonian relief funds.
Standard Logo
As the graphic designer, I collaborated with a brand strategist to create a high-quality cannabis brand identity. Initial concepts, inspired by Versace and Jamaican design, featured a bold, loc-adorned lion head. We later pivoted to a more luxurious aesthetic, broadening the brand's appeal within the cannabis industry.
Luxury Logo
Ultimately, we chose an illustrated chimera (half lion, half mermaid) with a heraldic crest and a refined typeface for the final brand identity. This luxurious concept inspired a range of high-end packaging for jars, pre-rolls, and more, designed to create an "un-boxing" experience that consumers would cherish.
Standard Logo Inspiration
While drawing inspiration from Versace, the lion head logo was intentionally designed for maximum versatility, allowing seamless application to various surfaces, from cannabis packaging to apparel and accessories. I created the illustration in Procreate and meticulously vectorized it in Adobe Illustrator.
Luxury Logo Inspiration
To achieve the desired luxury appeal, I knew I had to push my creative boundaries. Though I had never designed a chimera before, I returned to the drawing board, fueled by extensive research on the Jamaican Coat of Arms. These heraldic elements exude prestige, reflecting Jamaica's rich history and the Caribbean's deep-rooted antiquity. Drawing inspiration from historical photos, literature, and regional folklore, I discovered a fascinating connection to mythical creatures like mermaids. This sparked the idea of incorporating a chimera—a fantastical creature symbolizing both Afrocentric pride (the lion) and Black culture's historical ties to cannabis. Combining this with a heraldic aesthetic elevated the brand's prestige, perfectly capturing the desired luxurious feel.
