Paly Cannabis
BRAND IDENTITY, VISUAL IDENTITY, PACKAGING, ILLUSTRATION, WEBSITE.
The Challenge
The founder of Paly approached me to lead the full-scale brand development, crafting a strategic visual identity and digital presence designed to break away from cannabis industry clichés and appeal to modern consumers. They wanted something that felt welcoming, design-forward, and rooted in femininity — without sacrificing sophistication.
The Solution
Defining Paly’s brand positioning as a female-driven, design-forward cannabis brand that intentionally stepped away from the stereotypical visual tropes of the industry was step 1. Instead of relying on obvious cannabis imagery, the visual identity leans into earthy yet vibrant tones, organic textures, and artistic design elements, reflecting the brand’s commitment to quality, community, and discretion.
This strategic foundation informed the development of a flexible identity system, including a custom logo suite, modern typography, and an energized color palette — all designed to balance premium appeal with a welcoming energy.
The custom-drawn logotype emphasizes the word pal, reflecting the tagline 'You’ve got a pal in us' and the founder’s last name, Palomino.
To align with Paly’s mission of maintaining discretion for their clientelle, the marijuana leaves are rendered as abstract shapes, with their sides reflecting the number of fingers on each leaf. This take is fresh, elegant, and new to the industry.
This feminine, bubbly, and welcoming visual identity reflects Paly’s mission to discreetly help women find the right cannabis products—perfect for those short on time or feeling overwhelmed by options at the dispensary.
The subtle illustrations and imagery distinguish Paly from typical, flashy cannabis branding, creating an approachable feel that reflects knowledge and education, empowering women to understand how specific cannabis products may affect them.
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The Final Impact
This visual identity positions Paly as a modern, community-first, female-focused brand in a saturated market, allowing them to stand out without leaning on overplayed cannabis visuals. By blending elevated design with a thoughtful and strategic foundation, Paly built trust with both first-time and experienced consumers, laying the groundwork for future product expansion and collaborative partnerships.
