details in the design: arae
You'd need a thousand words, at least, to explain who you are. Same with a brand. And it's probably TL;DR anyway. That's why in branding, we use the shorthand of graphic design instead.
Welcome to our Details in the Design series, where we explore how our graphic design work brings a brand identity to life.
arae brand products give cannabis connoisseurs an empowering choice: you decide your vibe. From Copperstate Farms in Arizona, arae is a new range of concentrates used by dabbing enthusiasts for pain relief or recreation. Its formats and strains deliver a reliable and superior experience letting the dabber choose sensations with confidence and trust.
We designed 360 degrees of brand assets for arae, from naming, identity, package design to retail displays, swag, and digital. Our visual designs deliver on the brand manifesto, "you know what you need in the moment because you know yourself best."
Two significant details in the brand design of arae are its name and the use of color. We invented the name arae by bringing 'aura' to meet 'array.' Aura refers to a glow of light or color representing emotion, and 'array' means spectrum, as in a range of colors. The word arae works to match vibe to feeling and then visualize it within a color array spectrum.
arae empowers choice by using color in its package design. Each color represents a vibe-based experience; for example, the mood Tranquility uses blues. Calmness moves us from blue to green, Bliss from green to yellow, and Passion uses reds and oranges.
Together with the name, arae, the brand visuals are particularly expressive and evocative. We designed a graphic with all the vibe-based arae colors in a spectrum. It is fluid and appears to move, awakening the senses to entice dabbing enthusiasts into their choice of vibe-based experiences. It is alive and inviting and used almost everywhere in arae's branding, such as the brand identity and packaging.
The arae brand stands for knowing yourself best and choosing to decide your vibe. arae will reliably guide you on your journey within.