Kaizen Extracts was founded by the legendary extractionist, Dan Yoo, who’s spent a lifetime mastering the art of cannabis extraction. The brand strives to set the gold standard for quality in the category and continuously innovate with fresh product drops, collabs. and limited releases. Kaizen has won multiple awards for its cannabis extracts and is considered to be among the finest concentrates brands in the industry.
Kaizen had an established reputation in the industry of having top-shelf quality products, but the brand aesthetic had become dated for the category. My team took the lead on implemented a full brand refresh, which positioned the brand more in-line with the category demographic: high-end cannabis connoisseurs. The project spanned:
Market Research, Insights & Consumer Segmentation
Brand Identify & Positioning
Logos, Colors, Iconography
Packaging Design
Key Messaging
Collateral & Marketing Materials
GTM Strategy
