As an investor and participant in this project, Flowsent Premium Cannabis Delivery offered an opportunity to demonstrate an entire roll out of a new company from brand conceptualization to going live, and opening for business.
THE BRAND IS BORN
The name Flowsent came from combining two cannabis delivery related terms together. Anyone who uses vape pens can understand when their pen has good “air flow”. There’s a flow to how cannabis is inhaled and enjoyed. Moreover, the underlying brand message is to, “elevate the California lifestyle”. By that, we believe there’s a flow to life in California that can be enhanced with cannabis.
We took the word, “flow” and combined it with “sent”. Because if you received an order from us, we sent it to you. We felt the name, “Flowsent” was memorable because it was under 8 characters. If there could be a face book, there could be a flow sent.
When considering how to communicate that message in the brand design, we started looking at different stylized versions of the letter ‘F’. We explored the notion of making the ‘F’ look like vapors, or something that was flowing out of someone’s mouth after taking a hit.
And then inspiration hit! After smoking some Durban Poison—a favorite strain for creativity—we started looking at how cannabis had been delivered throughout history. We stumled down a click hole on google deep into a search about cannabis delivery and uncovered old photos of homing pigeons that were used to carry drugs.
That led to some tinkering and design iterations where the pigeon could be mixed into the ‘F’ and vapor elements. The forms naturally came together into a mark we felt could represent our cannabis delivery business.
After we landed on the new logo, we explored colors. The one must-have is that we didn’t want the color green anywhere in the brand’s graphic language. Green is overused in the cannabis industry, and we felt we needed to move forward as an industry past everything looking green and black.
We were after a brighter, more California lifestyle-inspired look. When you look at the science of color, there’s actually quite a bit of considering that goes into color selection, it’s not just someone’s arbitrary favorite. The Dewey Color System we created to help designers understand how people related to certain colors.
Although none of us were fans of the color purple, the Dewey Color system suggest people view purple as a color that represents trust, innovation and warmth. It’s also a color that relates to cannabis in an underutilized way. The remaining colors happened to be Pantone’s Color of the year from the last four years. They all complimented purple as a primary color.
There is no shortage of cannabis-themed websites. We wanted to build a website that was rich in legitimate educational cannabis information, while focusing on the primary user goal, which is to purchase legal cannabis for delivery. There’s an exaggeration in headline fonts and a heavy use of graphics to convey information.
The site has an intentional off-white background. We wanted the site to be relaxing on the user’s eyes, especially because we felt the user was probably viewing the site on a mobile device.
We also wanted the site to echo our brand message of elevating the California lifestyle with sophisticated imagery featuring our core demographic.
We wanted the user experience of the site to be lightweight in its appearance and in the overall customer journey. A user can get just about anywhere on the site in less than 3 taps. If the user is on a mobile device, they can simply tap the number at the top of the site and it’ll dial us directly.