Hazy Bear
Hazy Bear Herbery, the latest addition to Outing, Minnesota, is more than just a dispensary—it's a destination. The branding for Hazy Bear was meticulously crafted to evoke a sense of abundance, playfulness, and a refreshing reinterpretation of tradition. We seamlessly intertwined timeless design elements with vintage-inspired aesthetics, curating a visual identity that is both unique and deeply resonant. The aim was to create an immersive brand experience that not only captivates but also deeply connects with the discerning clientele who seek more than just a product—they seek an elevated experience. Our branding serves as the gateway to that experience, embodying the essence of sophistication and a modern appreciation for the timeless.
Services
Brand Design | Logo Design | Collateral Design
Year
2024
During our kick-off call, we discussed Hazy Bear’s brand story, values, and audience, which illuminated its distinct market position. We also pinpointed crucial brand attributes, such as the desire for an area-representative visual identity underpinned by a focus on pleasing summer tourists and retired locals alike.
We drew inspiration from the retro Americana and vintage National Park illustrations of the early 20th century. This style emerged from a longing to connect with nature and celebrate the great outdoors, as well as capture the nostalgic essence of America's natural landscapes.
Earthy tones and scenic illustrations create a sense of harmony and adventure and through a mix of muted colors and nature-inspired motifs, we created a brand that resonated with not only Hazy Bear's founders but their target and local audience as well.
Our final logo concept is all about place. It depicts Outing's flora and fauna - a black bear stands amidst a forest of pine trees as it looks toward the sun (a nod to Minnesota's State Flag). A tall, Serif wordmark conveys a sense of history, stability, and confidence. This logo design captures a cabin-y, yet contemporary feel, ideal for a brand paying homage to its surrounding landscape.
Final Remarks
The branding process for Hazy Bear has been a journey of aligning their unique market position with a visual identity that speaks to both local heritage and broader appeal. Our designs perfectly encapsulate Hazy Bear's rustic yet modern ethos, paying tribute to its roots while inviting customers to explore the adventure of the great outdoors.
Stay tuned for more as they will soon launch and shortly after, expand their offerings. Follow them on Facebook here for regular updates.
