Timed for 7/10, a “holiday” focused specifically on cannabis concentrates (7/10 upside down is “OIL,” get it, man?), Curaleaf-owned brand Select has revealed a complete rebrand. Starting as a brand focused on oil cartridges, Select has expanded into edibles and specialized vaporizer hardware, and the rebrand reflects the realigned portfolio.
The new visual identity, courtesy of Los York and Select’s internal design team, modernizes the brand’s look with more youth appeal. The complexities of designing cannabis packaging with a national focus while following 15 different states’ regulations didn’t limit the studio from creating a compelling and compliant brand identity. The new logo replaces the previous minimal iteration with a stylized “S” adaptable across all touch points and products. The brand’s prominent blue isn’t inherently tied to cannabis, but it lends a soothing feel and a touch of technology, apt for a company focused on cannabis concentrates and vaporizers. The new Select wordmark also looks high-tech and works excellent when filled or as an outline.
