Lagunitas HiFi Sessions

Craft brew legend reframes their relationship with cannabis & hops.

The Lagunitas Brewing Co. has been exploring the connection between hops and cannabis for years. First to market with cannibis drinks back in 2018, Lagunitas knew it would be the drink of the future. Today, the cannabis market has changed dramatically. A broader audience looks to cannabis for a wider range of reasons. Armed with these insights and a variety of new flavors & dosages, Lagunitas partnered with CannaCraft & Hifi Brands to reimagine its HIFI Hops line as HIFI Sessions.

Naming; Brand Identity; Visual Positioning; Packaging Design; Copywriting; Art Direction; Retail Posters; Billboards & OOH; Social Media; Launch Toolkit
Reimagine industry leader HiFi Hops to appeal to emerging wellness minded customers while retaining the current audience.
Modern cannabis consumption is no longer about just “getting ripped”. Major advancements in product and technology have created a highly sophisticated marketplace and therefore an emerging customer seeking out products that give them the ability to choose the way they experience cannabis and CBD.
HiFi worked closely with the Lagunitas Creative Team to build upon existing HiFi Hops equities to relaunch with a new name, look and feel, and new products to quench the thirst of wellness customers seeking a lower dose. The can design is poppy and viby, marked with heavy dose of Lagunitas tone of voice to clearly communicate the variety of dosage options.
Creative Direction: Paul Demyanovich
Creative Direction: Allison Rosenwinkel
Design: Simi Mahtani
Intern: Natalia Canella