Ghost
Brand Identity, Art Direction, Product Design, Web Design
The SITUATION
Ghost, a cannabis extracts company rooted in hemp activism and urban culture, was preparing to launch a new line of premium products. They had the quality. They had the ethos. But what they didn’t have was a brand — no logo, no messaging, no digital presence.
And with a major retail partnership deadline looming just 90 days away, time was not on their side. The market was crowded, the competition fierce, and Ghost needed to stand out fast.
The CHALLENGE
Ghost came to us with an urgent need: to create a brand that would resonate with consumers and partners alike, communicate their high standards, and position them as a leader in the cannabis space. The challenge was clear—craft a brand identity that balanced their urban roots with premium product appeal, and deliver it in time for a critical launch.
The IDEA
Our solution was built around simplicity, clarity, and authenticity. We created a visual identity and messaging framework that would resonate with Ghost’s audience—people who value quality and purpose. The brand needed to cut through the clutter of the cannabis industry, while reflecting Ghost’s uncompromising approach to the craft. The identity needed to evolve with the brand as it grew, ensuring it could scale while staying true to its roots.
We centered the concept on "purity"—pure cannabis, pure intent, and a pure experience.
The EXECUTION
Brand Identity: We designed a clean, bold logo and a color palette that balances modern minimalism with urban edge, reinforcing the brand’s commitment to quality.
Messaging Framework: Developed a clear and authentic brand voice with a mission, vision, and tagline that would resonate both internally and with consumers.
Product & Packaging Design: Crafted sleek, sophisticated packaging that conveys premium quality while appealing to the cannabis culture community.
Photography & Content Creation: Produced a series of striking images that communicated both the beauty of the product and its urban, grassroots origins.
Web Design: Built a user-friendly, mobile-first website that speaks to both new consumers and seasoned cannabis enthusiasts.
Rollout Strategy: Delivered a comprehensive rollout plan that included digital and physical promotional assets, retailer kits, and brand guidelines to ensure consistency and impact.
The Results
In the first 90 days post-launch, the new Ghost brand delivered immediate and measurable impact:
📈 34% increase in wholesale account sign-ups within the first month of launch
🛒 26% lift in sell-through rates compared to legacy unbranded packaging
🌿 +58% increase in social engagement across Instagram and TikTok, driven by branded content and influencer reposts
📰 Features in 3 top-tier cannabis publications, including Leafly and High Times, citing Ghost as “a brand to watch”
🧠 100% brand recall in post-launch consumer testing among dispensary shoppers
🔄 Faster internal alignment: 3 new product lines and 5 retail partner kits created using the brand system within 6 weeks
But the biggest result? Ghost went from a great product to a great brand—one with a clear voice, distinct look, and a foundation built to grow.