Brand Strategy & Positioning
Naming
Logo
Visual Identity System
Brand & Marketing Collateral
Corporate Collateral
Brand Guidelines
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Marijuana Packaging, a Los Angeles-based leader in custom packaging for the cannabis industry, needed to expand into other sectors.
With over a decade of experience, the company offers a broad range of packaging options accessible through its easy-to-use online platform. However, its name and brand identity limited its growth by confining it to a single industry. A rebranding was essential to appeal to a broader market without losing its core business.
Recognizing the need for change, Marijuana Packaging partnered with our team to reimagine its brand and position it for future growth. We began by conducting in-depth research, brand and competitive landscape audits, a facilitated discovery and ideation session, and stakeholder interviews. We aimed to develop a brand strategy to resonate with new industries while staying true to the brand’s roots.
This led to the development of a new positioning titled “Reduced complexity,” aligned with the company’s mission to simplify the intricate, often heavily regulated packaging process, especially in the cannabis sector, where rules vary widely by state. The evolved positioning then informed the development of a new name: Gamut, meaning “complete range or scope” and symbolizing a comprehensive range of packaging solutions across industries.
The logo draws inspiration from visual representations of ideas like spectrums, scopes, and ranges and uses colour and waveform imagery to represent Gamut’s flexibility and adaptability. The “M” in Gamut is depicted explicitly as a waveform, emphasizing their ability to meet diverse client needs.
The new identity is malleable, adaptable, and modular, allowing it to flex across various marketing materials while still grounded in a consistent visual system, wrapped up in a comprehensive brand guidelines manual.
The new identity was praised for being flexible, dynamic, and visually cohesive, giving the company the tools to expand its reach and diversify its client base. The collaborative approach with the client team ensured the outcome reflected their vision while providing the tools to navigate future opportunities.
The rebranding from Marijuana Packaging to Gamut successfully repositioned the company as a full-spectrum packaging solutions provider, opening doors to industries beyond cannabis and enhancing marketability and growth potential.
Working with Jacknife on our rebrand was a remarkable experience. Their team brought exceptional creativity and design expertise, quickly grasping our vision and executing it flawlessly. They were adaptable, making swift pivots as needed without sacrificing quality or our project timeline. Jacknife not only delivered a stunning brand identity but also ensured it resonated well within our company. Highly recommend them!
