New Mill
Category
Drug
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A medical cannabis brand for older patients in a small Maine town... built to feel less like a dispensary and more like a place they already trusted.
The Role | Brand Designer
I had the privilege of collaborating with the visionary minds behind New Mill on several impactful branding projects. When they shared their vision of launching a medical cannabis store tailored for older clients, I embraced the opportunity wholeheartedly. Beyond their commendable personalities, their genuine commitment to the community struck a chord with me. Their aspiration to provide affordable, top-tier medicine to patients in their close-knit Maine town reflects their dedication to ethical and compassionate care.
The Challenge
My approach to crafting a brand that embodies New Mill's values and mission involved a blend of artistry, research, and strategy. Understanding the unique demographic they aimed to serve was paramount. Extensive market research and empathetic analysis enabled me to grasp the needs, preferences, and challenges of older clients seeking medical cannabis solutions. This knowledge became the cornerstone for a brand strategy centered around trust, accessibility, and empowerment.
Next, I delved into the essence of the Maine town—the community's heartbeat, its colors, scents, and stories. Infusing these local elements into the brand identity ensured a genuine connection, resonating with the community and evoking a sense of familiarity and comfort for prospective patients.
Inspiration
Drawing inspiration from the prevailing landscape of the medical cannabis market proved to be a rather uninspiring task. The key challenge lay in crafting a brand that would stand out amidst the sea of predictability. To overcome this, a substantial portion of my effort was directed towards decoding the psychographics of the target audience. Understanding their preferences, lifestyles, and values was crucial in determining the elements that would resonate effectively. This was their current logo... and it felt, well, old.
Ideation
Having found a solid approach based on our research of competitors in the market, I set to the task of creating branding ideas that encapsulated everything we had established. We went through quite a few iterations before landing on what the owners described as 'exactly what we had envisioned'.
Hitting the mark
Once the owners honed in on their vision, they deeply resonated with the concept of tranquility interwoven with a mill wheel, and that was our starting point. We swiftly delved into creating a comprehensive branding guide and refining the color palette for the brand. The owners sought an organic and rustic feel, yet modern enough to stand strong in the market.
Building the branding out
Expanding the New Mill Cannabis brand was an opportunity to explore how far the visual system could stretch while staying true to its core identity. The challenge was creating a cohesive brand experience that preserved the original vision—organic, clean, and rooted in vintage ephemera—while ensuring it could function across a wide range of applications.
This stage of the project is where strategy and creativity come together. By developing a flexible visual system, I was able to test how the brand would live on packaging, merchandise, marketing materials, and retail touchpoints. Every extension of the brand was designed with consistency in mind, giving the owners a toolkit they could confidently apply as the business grows.
The goal wasn't simply to create attractive graphics—it was to solve future brand challenges before they appeared. By establishing clear visual standards and scalable design solutions, New Mill Cannabis gained a brand system that is both distinctive and adaptable, allowing them to focus on their business while maintaining a strong and recognizable presence.
Illustration
I have always aspired to enhance my illustration skills, and this project provided an enjoyable opportunity to master the woodcut aesthetic in vector art. I believe the outcome is exceptional, and the owners were equally enthralled with it, leading us to incorporate it into a multitude of materials.
Fonts
I custom-designed the logo typography specifically for New Mill, leaving the selection of other fonts in the branding palette. After careful consideration, I opted for a Google font that seamlessly blended with our desired vibe, both aesthetically and functionally. This choice empowered the owners to create a wide range of collateral without requiring extensive input from me.
Merch
In a previous role as an apparel designer, one of the most enjoyable aspects of being a brand designer was the process of extending the logo design to various mediums. While creating the logo is undeniably exciting, the true pleasure lies in seamlessly adapting it to different mediums and ensuring the brand's essence remains cohesive. It's a delightful challenge that I always relish—ensuring the ligatures still maintain their logical and aesthetic sense across the spectrum of applications.
Banners for the Shop
Now that everything was finely tuned, I delved into creating both digital and physical banners, meticulously designed to adorn the store and online platforms. Every piece was crafted with precision to ensure it remained on-brand, contributing to a cohesive and visually appealing brand representation.
