Los Andes Hemp

Brief

• Create an identity for Andes Hemp

• Position Latin American heritage as the brand’s core differentiator

• Design a system flexible enough to grow across a widening product range

Challenges

• Overcoming negative associations around cannabis

• Making the brand appealing to a non-cannabis-using audience

• Opening a regional brand to a global market

Rationale

The hemp market has grown substantially as global regulation increasingly recognises it beyond recreational use. I repositioned the identity around a wellness ethos, widening its appeal to audiences who might otherwise hold preconceptions about hemp — while keeping Latin American origin at the centre of the story.