Challenge
When Roy Lipski, CEO of the disruptive cannabinoid ingredient company Creo, first spoke with Brandpie, the company was in stealth mode and didn’t have a name, logo, visual identity, website or any other communications materials or messaging. What he did have was groundbreaking technology, a partnership with bio-tech industry leader, Genomatica, and an audacious ambition to bring the benefits of cannabinoids to every household.
Idea
Working with naming specialists, Lexicon, we developed the name Creo. This simple name, along with the very distinctive logo we designed, encapsulates how the company’s ingredients will unleash a wave of creativity across multiple industries.
Creo’s technology uses one of nature’s oldest processes, fermentation, to sustainably deliver a reliable, high quality and consistent supply of rare cannabinoids at scale. This process requires less water, energy and land than the plant-based approaches that are typically used to extract cannabinoid ingredients.
Focusing on this sustainability benefit we gave Creo a clear purpose: ‘Enable the creation of cannabinoid products that help people without doing harm to the planet.’
We then built the brand story and positioning around a simple creative idea: ‘Nature loves our cannabinoids. And so will you.’
Their expertise, commitment and flexibility has been unparalleled. Brandpie not only delivered a very well thought through and relevant brand strategy, but also an amazing creative direction, that I know will set us apart from all other players, not just in our industry but biotech in general.Shuchi Sarkar
Chief Marketing Officer
The visual identity system uses bold colors and a x-ray image treatment that gives Creo a powerful, ownable way to demonstrate their relationship with nature by exposing structures that wouldn’t normally be visible to the naked eye.
We also developed bespoke iconography that makes use of a single, free-flowing line treatment that is stylistically linked to the Creo brandmark.
Finally we applied the brand story elements, tone-of-voice, and design system to a range of communication assets including a website, brand film and educational infographics.
