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Bones is a premium cannabis brand offering pre-rolled joints and electric vape pens. The name a slang term for joint became the foundation of the brand identity. A stripped-back palette of bone white and soft grey evokes a sense of weightlessness, or highness. While subtle motion further reinforces this ethereal, elevated world.

As cannabis legalization expands across the U.S., so does the challenge of building a distinctive brand within a patchwork of regulatory constraints. Packaging must flex to accommodate varying requirements for labelling, language, and design. A minimal, low-contrast system creates the space needed for extensive legal copy or secondary markerswithout compromising the brands clarity or elegance.

In many states, the only brand marker would be the logotype on standardized or plain containers. To meet this challenge, indeks chose to use a bold, extra-condensed typeface that holds its presence even at the smallest scale.

The angular N seen in the logotype became the stylistic foundation for the brands icon: an abstract, geometric representation of the product linepre-rolls and vape pens. Taken together, the system delivers a refined brand that doesnt just sell the highit embodies it.