RYAN PALADINO

Airo was on a mission to become the most recognized and loved cannabis inhalation product on the market.

The problem? By 2019, cannabis customers in the U.S. had been introduced to over 600 brands. 

To help Airo strategically stand out at launch, we started with an audience that most new cannabis brands take for granted: the existing user.  Instead of marketing Airo Vapor as a product that makes it ok to smoke weed, we positioned it as the brand that takes your good time seriously, with slick, proven and consistent technology and cannabis experiences that undulate to fit your refined tastes.  

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We further developed this direction into our core concept called 'Cultivate a State of Mind,' and created a brand system that endlessly shifted and transformed to articulate different moods and mediums, without compromising on the sleek and sexy tonality that elevated outdated stoner tropes. 

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From the beginning, I was hands on in presenting concepts to the client and worked with Senior leadership on the idea that became the selected rebrand treatment. After the concept was selected, I lead in developing packaging updates, working with my design team on the new logo and building the final brand guidelines for delivery.