Legendary guitarist Carlos Santana is a longtime advocate for the spiritual properties of cannabis. It’s a story with roots back to his mother’s traditional cannabis topicals. We worked with Left Coast Ventures at every step of the brand development process. From the initial partnership pitch, we conceptualized a brand that suggests to consumers “Follow Your Light.” Our name, logo, packaging, merchandising, messaging, photography and more celebrate Santana’s vibrant artistry, with threads of his Mexican heritage woven through the brand’s identity. We reimagined the categorization of strains in spiritual terms, from Centered and Symmetry to Radiance and Essence.