Bighorn
Services:
✹ Brand Strategy
✹ Brand Identity Design
✹ Web Design
✹ Packaging Design
✹ Copywriting
New Mexico Grown Weed
Bighorn is not just another dispensary or cannabis brand. It’s a multifaceted marijuana business. This Taos based company is a curator New Mexican weed, a creator of THC infused products, and purveyor of local artisanal goods. Beyond retail, Bighorn has become a fixture of the community, hosting all manner of events at its new outdoor social lounge (ranging from bud tastings to live music to yoga). In many ways, the brand is a true showcase of everything its amazing home state has to offer. For us at Flyweight, this presented a unique challenge. Given Bighorn’s strong ties to the town of Taos, we couldn’t just create a brand identity that captured the likeness of a wild sheep. We needed to create a dynamic and flexible design system—one that captured the spirit of the region without playing into Southwestern design tropes. In essence, we had to create a brand that resonated with those that have an innate understanding and deep connection to New Mexico.
Bighorn flower bag featuring New Mexico’s finest weed.From petroglyphs, to pottery, to Georgia O’Keefe paintings, through the centuries spiral forms have become a pervasive theme in New Mexican art, crafts, and culture. The corkscrew shape of the brand’s symbol pays homage to this history, and simultaneously creates a “big” horn in the negative space (an essential reference to the company’s name).By using the brand symbol to replace the “G” in a big, bold logotype, we created a dynamic mark that can be shortened and still maintain the meaning of the brand name. As you reduce letters down to “BIG” to create a secondary mark, the corkscrewing “G” serves in place of the letters “HORN.” Even as a singular letter/symbol, every format of the logo reads “Bighorn.”Bighorn is unabashedly a recreational brand. Colloquial terminology like “weed” and “pot” embodies the more relaxed sentiment of the company.A typography-led design system makes it easier for the owner/operator to add new SKUs to an evergrowing range of products. Monospace type and structured text layouts serve as both a pragmatic and aesthetic element on packaging.Sparing use of color on labels and packaging highlights key callouts or information.The “Big Bud Club” is an annual membership designed to encourage social gathering and repeat business. Larger swaths of bold, bright colors are used for weed paraphernalia like rolling papers.Pared back primary colors are punctated by a brighter secondary palette inspired by the New Mexico landscape.Brand tyopography.Archivo Extra Condensed type creates big, bold logo lockups with product names.Monospace type layouts emulate the geometric roof lines and monolitic structures of the Pueblo style architecture seen across New Mexico.A reusable, refillable flower tin.Posters and collateral use the bold, bright colors of the secondary palette. Simple two tone imagery serves to punctuate typography and illustrate language where needed.A single scroll website borrows visual queues from the posters to capture the “community feel” of the brand’s retail location.The website was laid out and designed to be easily updated since weed selections change with the season.A series of collaborations with other local, Taos artisans and brands. Bighorn’s retail location in Taos, New Mexico. Traditional New Mexican chillies adorning the entrance.Ashtrays for Bighorn’s outdoor patio.Taking pride that Bighorn was voted the best Pot Shop in Taos, New Mexico.