A NEW LIGHT IN NEW MEXICO
STRATEGY | MESSAGING | DESIGN | BRAND GUIDELINES | PACKAGING | WEBSITE DEVELOPMENT | EMAIL | SOCIAL MEDIA
Lucent
A group of friends and entrepreneurs had a vision: to create the best cannabis brand and dispensary that New Mexico had seen yet. The problem? They had a building, some licensing in progress, and that's about it.
Majic Branding was tasked with creating a brand out of thin air. The scope? Building an immersive brand ecosystem inclusive of a new name, strategy roadmap, logo, icons, fonts, color palette, central messaging, brand guidelines, packaging system website, email, and social media.
The Process
Majic Branding got to work, kicking the project off with a comprehensive strategy roadmap, deep diving into all things brand strategy (SWOT, differentiators, competitor analysis, customer journeys, etc.). Next, a naming exercise, which landed on “Lucent”, a rarely used term that means “glowing with or giving off light” that nods to their focus on quality and transparency.
From there, all the central assets integral to any competitive brand were developed from scratch. Logo concepts were sketched, taglines were pitched, and a fresh, competitive New Mexico cannabis brand was born.
The Outcome
The empty building that once was is transformed into a fully operational cannabis dispensary. The vibey branding attracted a vibey team of employees, the overarching strategy positioned Lucent as an industry contender with staying power, and the face of New Mexico cannabis was forever changed.
Lucent represents a dispensary and product line that avoids cliche cannabis marketing techniques, and instead, presents powerful messaging and aesthetics that would compete in any market.
Taking a brand to market is a complex, and at times, intimidating process. Luckily, we had Majic Branding as a partner and consultant throughout the months of launching our new storefront and brand.
From packaging connections, to tech stack development, to eCommerce solutions, to the creation of site, social channels and beyond, the savvy team at Majic Branding smoothed out what would have otherwise been a much more difficult chapter of the Lucent brand's story.
- Josh Boyd, Lucent Founder
