The Project
Kune is a fictional company, created for a project in a Branding class at NYU with professor William van Roden. Our brief for this semester-long project was to create, and then design an identity for, a fictional company or institution whose work revolved around cannabis or mushrooms. Though this topic may be controversial for some, it was chosen because these substances are becoming more acceptable socially and legally (cannabis in particular was recently legalized in New York), and therefore provide a new and exciting challenge for visual design.
Given my interest in sustainability, I created Kune, a group focused on creating and upholding sustainability standards in the cannabis industry. Cannabis producers often resort to practices that harm the environment, such as the use of harsh pesticides, indoor growing facilities, unsustainable agricultural methods, and single-use packaging. Kune's mission is to advocate for a more sustainable cannabis industry, by offering consultations for businesses, educational resources, partnerships, and community-oriented events.
Brand Identity
The name of the company, Kune, means "together" in Esperanto, the universal language. I chose this word to further emphasize the company's mission to bring people together and help mitigate the effects of climate change.
For our typography, I chose an italicized font for headings, to convey a sense of activity. Kune is always moving forward, always taking action. For the body font, I decided Kune would have both a serif and a sans-serif typeface. The serif would be used for a more serious or editorial voice, such as news articles. The sans-serif would be used for a more casual tone, such as in promotional or marketing materials.
The color palette is inspired by nature, especially tropical landscapes. Kune takes some of its philosophy from surf culture, which promotes caring for the ocean and living in harmony with nature. Similarly, Kune's goal is to take care of the earth that provides the product it focuses on.
