Building a Brand from the Can Up.

El Hempe is a new terpene-infused, ready-to-drink, sparkling cocktail. It tastes like seltzer but smells like a bubbly bong. El Hempe is a poly-hyphenate drink for poly-hyphenate people. To launch it, we created branding that reflected its interesting mix. Instead of just one brand font, we used nine. Instead of perfect cans, we showed ours as imperfect as we all are. Instead of summary colors, we choose white and let the colors to our people.