CLIENT — Canopy Growth
PROJECT — Hemp Industrial Park
DELIVERABLES — Branding
With the passage of the 2018 Farm Bill, large scale industrial hemp operations are gearing up to become a billion-dollar industry. As both a concept and a brand, Hemp Industrial Parks (HIP)—Canopy Growth’s entry into the massive US hemp-farming/cannabidiol (CBD) production market—is highly original. By definition, the concept of HIP connects the natural world and technology. As a large-scale site where hemp is processed into CBD or other byproducts, HIP epitomizes transformation.
The Primary Harvest logo —a highly stylized H—draws together each of our core design elements in a way that works in both full colour and as a series of geometric shapes that work against a solid green background. Either as a line illustration or a block of shapes, our H is both highly recognizable and visible. The geometric shapes that make up the styled H are directly inspired by the forms that are found in the reference imagery of aerial agricultural landscapes.
HIP connects the natural world and technology. As a large-scale site where hemp is processed into CBD or other byproducts, HIP epitomizes transformation. HIP also equates to transformation by supporting the efforts of farmers to invest in hemp as an important cash crop—one that was once a mainstay for US farmers prior to 1970. As we look at bringing the HIP brand alive, it’s logical to reflect those realities: hemp in its natural state; transformation; movement; growth. We aim to convey the journey from plant to product, as well as capturing the scope, scale, and economic significance of these projects.