The premium brand within our architecture for The Source, CAMP is the entity that stands for uncompromising quality, from seed to sale. To capture differentiation in this crowded market, we needed to speak authentically to the audience we were trying to attract: the cannaisseur, who doesn't mess around when it comes to THC levels, terpene profiles, strain integrity, and much more.
Great product is one part of a quality cannabis experience. The real power of the CAMP brand comes from its authenticity, approachability, and focus on the environments people enjoy cannabis in. Packaging was bright, inviting, and paired with nuggets of information to improve the consumption experience.
CAMP's true claim to fame is their innovative solventless hash process. It was important for us to capture this differentiation in ways that were informative, but not off-putting. Solventless ultimately leads to a safer, more enjoyable experience, and our work reflected that.
It was important to capture an element of what used to be the street market for cannabis in this brand, as many of the professionals in this now state-legal space began in that world. Our lifestyle elements were captured in the phrase "Live Loud," and that sentiment permeated everything from merch to custom pre-roll packaging.
