Zero Proof
The Challenge
As one of the nation’s largest cannabis companies, Curaleaf is known for inventive products built to satisfy both experienced users and the cannabis-curious. They enlisted Capsule to bring crisp visual distinction to their new Zero Proof brand, featuring hemp-derived THC seltzers with sessionable doses, great flavors and fast acting ingredients. Sipping your way to bliss has never tasted better.
This fast turnaround project leveraged multiple Capsule specialties: mark creation, packaging system design and icon system development. Curaleaf imagined an upscale look and feel to communicate an elevated seltzer experience to help Zero Proof stand out amid an increasingly crowded market. Quick concepting and a refined visual system came together to show how Select Zero Proof by Curaleaf brings an accessible, flavor-forward way to reach Cloud 9.
THE MARK
Inspired by a clean, minimalist aesthetic designed to aid approachability on the shelf, the grey on white logo underlines the present-but-unobtrusive vibe of a low-dose, sessionable cannabis beverage. The font is legible but with a little edge, showing Zero Proof will get you to where you want to go without dominating your day.
Visual System
Highlighting great taste with a smooth seltzer experience, Capsule designed a reinforcing system of colors, badges and icons that signal each flavor experience with easy-to-navigate graphics, shed complication in an occasionally fraught product category. The Zero Proof visual system brings needed simplicity to cannabis communication and a recognizability of the overarching Select brand.
Built to amplify the mark and visual identity system, the Zero Proof packaging combines colors, icons and copy for understated effectiveness. Clear distinctions between flavors and dose options combine with a crispness that elevates any moment, whether amid laughter at a fashionable party or calm conversations on the couch.
THE IMPACT
Zero Proof stands for a no-frills, accessible cannabis experience. Capsule elevated this ambition and visually articulated our Curaleaf clients’ concepts with confidence and expertise on a tight design timeline. The creation of interlocking color and icon systems make navigation easy and helped our stakeholders bring a successful seltzer launch to the shelf.
