Anthem

Billboard advertisement for Anthem cigarettes featuring a man standing next to a car in a field with trees and a clear sky, with the caption "Make this moment classic".

Curaleaf

CLIENT:

Visual Identity Design
Brand Development
Logo Badge Design
Packaging Design

ROLES:

Jordan Braun
John Godwin
Cole Orloff (Pack renders)

COLLABS:

Curaleaf's product team developed an original cigarette-style joint with a box to match. However, the brand concept existed primarily on a mood board. My job was to take it off the page and make it real. Working alongside the in-house team we went through rounds of creative exploration to land on the perfect classic Americana vibe with a modern twist. Nearly three years later Anthem is still flourishing and still looks good.

Packaging Design

A package of Anthem pre-rolled cannabis cones and a tube of pre-rolls with a red and beige design, displaying the Anthem logo and the words "Classic Cannabis" and "Pre-Rolls" on the packaging.
A pack of Anthem cigarettes, a lit cigarette in an ashtray, a cup of coffee, and a plate with food are on a white table.
A box of vintage-style pre-rolled cigarettes labeled 'Anthem' along with a set of soccer balls on a green pool table.
Variety of Anthem cannabis product packaging including small boxes and larger bags with black, yellow, and gray designs, all labeled with Anthem branding and pre-rolls.

Brand Development

Building a brand is never a straight line. Here you will see several explorations. Some ideas made it to market and others were important experiments along the way.

A billboard advertising American grown cannabis with the Anthem logo, situated in a desert landscape with mountains in the background and a gas station in the foreground.
Vintage-style poster with the words "Please Rise for" and "Athena" over an eagle illustration, red and beige background with stars.
Vintage-style poster with the words "Please Rise for" and "Athena" over an eagle illustration, red and beige background with stars.
A pack of matches with red tips in a box on a wooden surface, partially covered by a decorative paper with a bird illustration and red cursive text.
A pack of matches with red tips in a box on a wooden surface, partially covered by a decorative paper with a bird illustration and red cursive text.
A person lying on the roof of a red Toyota Land Cruiser with a dog sitting behind them. The person is wearing a hat and has one arm resting behind their head. The scene appears to be outdoors with a flat landscape and a cloudy sky. The image features text that says 'Classically Grown Six Ways From Sunday Anthem' with additional smaller text indicating 'American Grown Cannabis'.
A person lying on the roof of a red Toyota Land Cruiser with a dog sitting behind them. The person is wearing a hat and has one arm resting behind their head. The scene appears to be outdoors with a flat landscape and a cloudy sky. The image features text that says 'Classically Grown Six Ways From Sunday Anthem' with additional smaller text indicating 'American Grown Cannabis'.
A box of pre-rolled cannabis cones labeled 'Happy Anther' with a red and yellow design, placed on a surface with an orange winged eagle illustration.
A box of pre-rolled cannabis cones labeled 'Happy Anther' with a red and yellow design, placed on a surface with an orange winged eagle illustration.
Three advertisements on a gray wall promoting Anthem cannabis products. The left poster features an eagle and a cigarette with the text "American Grown Cannabis"; the middle poster has a red background with the message "Make This Moment Classic" and an image of cigarette packs labeled 'Anthem'; the right poster shows a man in a blue shirt leaning on a car, with the word "Anthem" in large script.
Vintage poster with a person wearing a hat, illustrative style, the words 'Bold Enough to Be Smooth,' and a red circular logo with 'A' and '24' inside.
Person wearing a denim jacket holding a large cigarette box with the word 'Anthem' on it, and a cigarette in hand, with a message about American grown cannabis and a quote about being bold enough to be smooth.
A man leaning on a car in a desert landscape with dry grass and sparse bushes.
A man leaning on a car in a desert landscape with dry grass and sparse bushes.
Poster with a stylized image of a woman with long wavy hair wearing sunglasses, and vintage-style packaging of a cigarette brand named 'Fathems'. The poster promotes American-grown cannabis with the phrase 'Bold Enough to be Smooth' and features five stars.
Poster with a stylized image of a woman with long wavy hair wearing sunglasses, and vintage-style packaging of a cigarette brand named 'Fathems'. The poster promotes American-grown cannabis with the phrase 'Bold Enough to be Smooth' and features five stars.
A vintage-style poster depicting a cowboy riding a horse, with bold red text that says 'Celebrate the West' against a textured yellow and black background.
A vintage-style poster depicting a cowboy riding a horse, with bold red text that says 'Celebrate the West' against a textured yellow and black background.
A brown glass jar with a woodgrain-patterned lid labeled Anthem, featuring a red and cream-colored design that highlights cannabis flower, established 2024, with phrases 'Purely American' and 'Purely Cannabis'.
A brown glass jar with a black lid labeled 'Anthem' cannabis flower product, showing 3.5 grams of strain with 24% THC, with additional text about prime quality, hand-cut flower, and strain details.
A brown glass jar with a black lid labeled 'Anthem' cannabis flower product, showing 3.5 grams of strain with 24% THC, with additional text about prime quality, hand-cut flower, and strain details.
Urban scene with a large billboard advertising American grown cannabis, featuring a stylized profile of a person with a hat and the word "Authentic". Surrounding buildings include a historic structure with clock and ornate architecture, and a modern office building. The sky is overcast.
Collection of black and gray badges and patches with the letter A, the year 2024, stars, shields, and some with lightning bolts, arranged in two rows on a black background.