Cloud is a community-led cannabis brand built around inclusion, culture and education. They wanted an identity that felt bold and welcoming with loads of personality, but still trustworthy enough for something you're actually putting in your body.

That balance was the tricky bit. We didn't want it to feel too clinical, but it couldn't tip into novelty either.

So we leaned into big, confident type and a soft cloud world to give it warmth, then grounded everything with navy and clean layouts to keep it feeling grown up. The bright palette does the heavy lifting on the fun, community side.

It runs right across the range too, from tinctures to drinks to flower, so it always reads as Cloud no matter which product you pick up.

Brand identity, packaging and art direction.