Client
Dela V is a Los Angeles-based cannabis club with a unique mission: selling high-quality cannabis products while directing profits towards supporting Caribbean foundations, institutions, and specific causes in Jamaica, Trinidad & Tobago, and for people of color in the U.S. Their initial product line includes three distinct strains: "Spanish Town" (indica), "Jamexican" (hybrid), and "Soca Sargeant" (sativa).
The Challenge
Dela V required a distinctive brand identity that could effectively communicate multiple key facets: the premium quality of their cannabis, their unique philanthropic mission rooted in Caribbean heritage, and a sense of luxury to stand out in the competitive LA market. The challenge lay in balancing cultural authenticity and heritage with a high-end aesthetic that would appeal to discerning consumers.
My Role
As Graphic Designer, I partnered closely with a Brand Strategist to conceptualize and execute Dela V's visual identity. My responsibilities included initial concept exploration, detailed illustration, final logo design, and establishing the foundational elements of the brand's visual system.
Design Process
The initial lion concept, while versatile, was refined to better achieve the target luxury positioning. This led to extensive research into Jamaican and Caribbean symbolism, particularly the Jamaican Coat of Arms and regional folklore. Discovering rich connections between heraldic elements (representing prestige and history) and mythical figures like mermaids sparked the core idea. I pushed creative boundaries to develop a unique chimera concept – half lion, half mermaid – meticulously illustrating the figure first in Procreate and then vectorizing it in Adobe Illustrator for maximum scalability.
Initial Concept Exploration
Before focusing on the lion head motif, broader concepts were explored in Procreate on an iPad Pro. These included:
• An illustration inspired by the Jamaican 'Wisdom Chalice' pipe, rendered with an antiquated feel and paired with font called PatuaOne-Regular.
• A wordmark-focused design for "Dela V," integrating marijuana leaves at key points and incorporating a ribbon stating "Made by Jamaicans."
• An illustration inspired by the Jamaican 'Wisdom Chalice' pipe, rendered with an antiquated feel and paired with font called PatuaOne-Regular.
• A wordmark-focused design for "Dela V," integrating marijuana leaves at key points and incorporating a ribbon stating "Made by Jamaicans."
Strategic Pivot & Luxury Exploration
Following these initial explorations, the direction converged on developing the bold, loc-adorned lion head concept (the 'standard' logo), initially inspired by high-fashion (Versace) and Jamaican design elements. Once this lion head logo was refined and finalized, detailed packaging concepts were created for Dela V's three signature strains, each featuring unique supporting illustrations developed in Procreate:
• Spanish Town (Indica): A cozy-style illustration referencing the architecture of the Jago de la Vega Cathedral in Spanish Town, Jamaica.
• Jamexican (Hybrid): A design inspired by traditional Mexican altars (with nods to aesthetics like Bones Coffee Company), featuring a skeleton lounging on Jamaican and Mexican flags, holding a joint.
• Soca Sargeant (Sativa): An energetic illustration of the performer Soca Sargeant integrated with a paint splatter effect utilizing the colors of the Trinidad and Tobago flag.
• Each of these mylar bag designs prominently featured the finalized lion head logo.
• Spanish Town (Indica): A cozy-style illustration referencing the architecture of the Jago de la Vega Cathedral in Spanish Town, Jamaica.
• Jamexican (Hybrid): A design inspired by traditional Mexican altars (with nods to aesthetics like Bones Coffee Company), featuring a skeleton lounging on Jamaican and Mexican flags, holding a joint.
• Soca Sargeant (Sativa): An energetic illustration of the performer Soca Sargeant integrated with a paint splatter effect utilizing the colors of the Trinidad and Tobago flag.
• Each of these mylar bag designs prominently featured the finalized lion head logo.
Strategic Pivot & Luxury Exploration
Subsequently, strategic discussions indicated a desire to explore an alternative direction with a more universally luxurious aesthetic to potentially broaden market appeal further, while still honoring heritage. This prompted deeper research into Jamaican and Caribbean symbolism, particularly the Jamaican Coat of Arms and regional folklore.
Chimera Concept Development
Discovering rich connections between heraldic elements (representing prestige and history) and mythical figures like mermaids sparked the core idea for this alternative luxury direction. I pushed creative boundaries to develop a unique chimera concept – half lion, half mermaid – meticulously illustrating the figure in Procreate and vectorizing it in Adobe Illustrator for maximum scalability, intended as a potential evolution or premium tier for the brand identity.
Swatch Panel
The Solution
Two distinct visual identity directions were developed:
Standard Identity
Centered around the bold, loc-adorned lion head logo, applied across detailed, culturally relevant packaging illustrations for each strain.
Luxury Identity Concept
Focused on an illustrated chimera integrated with a heraldic crest and paired with a refined typeface, designed to evoke a higher-end, mystical feel. This concept was developed as a potential alternative or evolution for the brand.
Results & Impact
Although the project's final implementation path may have shifted after the design phase, the client continues to leverage elements of the work created. The original 'standard' logo concept developed during our exploration sees ongoing use on Dela V's social media platforms. Furthermore, the broader set of logo assets created throughout the project have been utilized by the owner across other business ventures and use cases, showcasing their perceived value and versatility. We have maintained a positive connection since the conclusion of the design phase.
Mockups
