Herban Haus Legends | Showcasing Brands That Move Culture

Client

Motown Farms

Motown Farms, a premium cannabis grower based in Michigan, partnered with Herban Haus to develop a brand identity that breaks away from the stereotypical cannabis image. With a sophisticated and playful approach, Motown Farms is redefining what premium cannabis can look like in a crowded market. The goal was to create a brand that’s not only luxurious but also fun, bringing together the best of both worlds to cater to a modern, discerning audience.

Project Details

year

2024-2025

Services

Brand Strategy & Positioning

Strategic Partnerships & Loyalty

Challenge

Navigating a Saturated Market with Declining Prices

In 2024, Michigan’s cannabis market reached $3.29 billion in sales, a 7.6% increase from the previous year (crainsdetroit.com). Despite growth, challenges included a 35% price decline, market saturation from increased competition, and a stigma tied to low-cost, high-volume products. Motown Farms had the opportunity to emerge as a premium brand by combining luxury and playfulness, appealing to consumers who value both quality and high-end design, setting it apart as an industry leader.

Goal

Elevate Cannabis with Sophistication and Fun

The goal for Motown Farms was to create a brand identity that resonates with premium cannabis consumers seeking quality and creativity, blending sophistication with playfulness for a refined yet fun experience. It bridges high-end product appeal and cannabis culture, making the brand approachable without sacrificing quality.

Target Audience: Motown Farms appeals to both men and women, particularly urban professionals and creatives aged 25-45 who value luxury, quality, and creativity. This includes cannabis connoisseurs, creative professionals, young urbanites, and lifestyle-focused consumers.
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Solution

A Bold, Premium, and Playful Brand Identity

Herban Haus brought Motown Farms to life with a brand identity that blends premium positioning with creative spirit. The result is a brand that’s vibrant yet refined.

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Visual Identity:
- Logo Design: A minimalistic logo with abstract shapes subtly referencing cannabis leaves while maintaining a sleek, modern look.
- Color Palette: A vibrant mix of Midnight Mist, Radioactive Lime, Purple Rain, and Crimson Clementine, evoking luxury, creativity, and sophistication.
- Typography: Modern sans-serif fonts, striking a balance between contemporary and timeless sophistication.
Brand Messaging:
- Tone of Voice: Sophisticated yet playful, using clever language to reflect both luxury and fun. The slogan, "Experience Higher Ground," emphasizes the elevated lifestyle and premium nature of the product.
- Brand Essence: Motown Farms blends luxury with playfulness to create a refined cannabis experience.
Packaging Design:
- Premium Packaging: Sleek, high-quality packaging that elevates the experience from the moment customers see it.
- Creative Details: Subtle cannabis references and playful visual elements balancing sophistication with creativity.
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