Kiaro
Kiaro is a cannabis retailer with a growing number of stores across Canada. They believe in the power of cannabis to fuel better lives and to help others fulfill their true selves. They are changing the public perception of cannabis through their elevated, accessible retail experience, and beautifully curated mix of products.
We created a strategy and identity around the spirit of Collective Courage. This spirit inspired many aspects of the brand, from the bold silhouettes of the logo shapes and expressive K icons, to the collaborations with local communities. The identity plays with light and dark, through colour and shadow – referencing the origins of the name: Chiaro (Chiaroscuro). The result is a bold, distinct and confident brand that stands out in the emerging cannabis landscape.
Launch Campaign
We promoted the store openings in each city by teaming up with local artists, and asking them to share their stories of cannabis, to help inspire people to discover their own. We worked with a variety of artists in each city to create a diverse campaign with broad appeal.
Credits
AGENCY: Will
CREATIVE DIRECTOR: Nick Richards
DESIGN LEAD: Paul Gledhill
BRAND STRATEGY: Ute Preusse, Jacqueline Holder
COPYWRITER: Luke Devlin
CAMPAIGN LEAD: Briony Crane
ILLUSTRATORS: Carson Ting, Hanna Lee Joshi, Vanessa Taylor, Jamie Raefta, Candice Chicowski & Josh Jacobson
PHOTOGRAPHY (CAMPAIGN): Albert Law
PHOTOGRAPHY (STORE INTERIORS): Carey Shaw
RETAIL INTERIORS: Cutler
Info
I’m a British designer and art director living and working in Vancouver, BC. I have over 15 years experience creating brands and communications across a variety of industries. I’m driven to create work that sparks joy, shifts behaviour and influences opinion. I believe in impactful ideas that connect with an audience, executed with integrity and craft.
I'm currently building brands at Will.