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Breez Brand Positioning / Visual Identity / Verbal Identity / Packaging Design / Brand World

Unlocking cannabis

 

The Brief

We’re the number one brand in cannabis edibles. We want to be the number one brand, period. Can you help us reach the mainstream?

The Opportunity

At the mercy of constant regulation changes in the US, Breez had been forced to make reactionary design decisions which made the brand confusing and hard to shop.

A bold, unified design was a must – but to earn their place as a mainstream icon – we had to consider the brand beyond the tin. It was time to unlock the category for cannabis consumers of all strengths and strains and position Breez as an essential step in their daily routine.

Breez cannabis edibles identity & rebrand by Robot Food

Having fun, winding down or letting relief wash over you. Breez’s accessible identity allows everyone to understand and enjoy the benefits of cannabis from an easy, reliable source.

Breez want to empower those new to cannabis, not alienate them. So with the small formats and plenty of unfamiliar terminology to contend with, the pack information had to be as clear and consistent as possible to help guide people towards a product that feels right for them.

Martin, Creative Director
Breez cannabis edibles identity & rebrand by Robot Food — Lifestyle tin shoot featuring a skater
Breez cannabis edibles identity & rebrand by Robot Food — Lifestyle shot where a person relaxes in a hammock along with a Breez tincture Breez cannabis edibles identity & rebrand by Robot Food — Lifestyle shot where a person is designing a surfboard, accompanied by Breez tablets

It was never about blocking or numbing reality, but connecting with and embracing it instead. So we focused on real moments, freeing people up to experience life with a fresh perspective.

Breez cannabis edibles identity & rebrand by Robot Food — Example of tone of voice as 'The Guide' and packshots of Breez tinctures.
Breez cannabis edibles identity & rebrand by Robot Food — Example of tone of voice as 'The Guide' and packshots of Breez mints & tinctures Breez cannabis edibles identity & rebrand by Robot Food — Example of tone of voice as 'The Guide' and packshots of Breez mints & tinctures Breez cannabis edibles identity & rebrand by Robot Food — Example of tone of voice as 'The Guide' and packshots of Breez mints & tinctures
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Tone of voice took on the role of ‘the guide’. A thoughtful, reliable and trustworthy source that speaks to all, encouraging endless exploration and discovery.

Breez cannabis edibles identity & rebrand by Robot Food — Example of tone of voice as 'The Guide' in digital applications

Breez has a functional, utilitarian feel and gives consumers the tools to open up a whole world of new possibilities. It’s like a swiss army knife style solution for a better way of life.

Simon, Founder & ECD
Breez cannabis edibles identity & rebrand by Robot Food — Breez website

“You nailed the fundamentals without losing any edge or style and pushed beyond what’s expected of the category. At the end of the day, the work speaks for itself.”

Austin Hice, CEO, Breez
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