Concept 01 · Heritage cultivator
Halfmoon
Cured slow, since '76.
CaliforniaSun-grownHeritage
Abrir sitioComparacion de conceptos
Halfmoon vs Fieldnote
Revisa dos sistemas de concepto por posicionamiento, audiencia, voz, lenguaje visual y assets prototipo.
Concept 05 · Place & season brand
Fieldnote
A Minnesota cannabis company.
MinnesotaSeasonalEditorial
Abrir sitioPosicionamiento
Compara conceptos cannabicos lado a lado.
Halfmoon
Fieldnote
Posicionamiento
A heritage cannabis farm on the Mendocino coast. Three generations of one family. Adult, plain, family-rooted — not nostalgic, not theatrical.
A journal-like cannabis brand built around place, season, and hospitality. The cannabis brand a state park gift shop would carry. Paper bone, ink, sage accent — four seasonal rotations a year.
Audiencia
Adult-use consumers who started smoking before legalization. Aging-up customer base that wants cannabis from someone they trust.
Adult-use consumers who buy with intention. The kind of customer who reads field guides on vacation.
Voz
Plain-spoken, weathered, slightly skeptical of new brands. The voice of a sixty-five-year-old grower who has seen this market arrive late.
Journal-like, place-specific, hospitality-focused. Documentary not decorative. Editorial serif headlines + clean sans body + monospace utility.
Estilo
Cream + warm brown + terra clay accent. Editorial serif type. Documentary farm photography.
Paper bone + warm-black ink + sage (cured-cannabis) accent. Four seasonal accent rotations per year (winter pine, spring bud, summer wheat, autumn ember).
Evita
Theatrical heritage cosplay, 1990s herb shop packaging, stoner imagery, false rusticism
Green-on-black, two accents on one surface, generic startup voice, decorative branding
Mercado
California
Minnesota, Multi-state US
Categoria
Flower, Cultivation, Pre-rolls, Concentrates
Flower, Pre-rolls, Edibles, Concentrates
Modelo
Brand only, B2B / Wholesale
Brand only, DTC
Estetica
Heritage, Editorial
Seasonal / journal, Editorial
Paleta
Wordmark
Halfmoon
halfmoon
Cream paper#F2EAD3
Ink chocolate#3D2418
Dusty terracotta#B96343
Faded brown#8A4528
DisplayBevan Regular
Cured slow, since '76.
BodyInter 400
A heritage California cannabis farm on the Mendocino coast. Three generations.
Fieldnote
fieldnote
Paper bone#F4EFE4
Ink warm-black#16201A
Sage (cured-cannabis)#7A8C5C
Autumn ember accent#D6BE7D
DisplaySpectral Light 300
A Minnesota cannabis company.
BodyInter 400
Three faces, never two accents on one surface. Sage on bone. Paper, ink, and one accent.
UtilityJetBrains Mono 500
BROOKLYN PARK, MN · CURED 28 DAYS
Muestras de voz
Entregables
Halfmoon
"Cut at first frost. Cured through November. This is what patience tastes like."
"The fall harvest came in lighter than last year — about 720 pounds of trimmed flower — but the cure on the back ridge is the best in three years."
Fieldnote
"Brooklyn Park, MN. Cured 28 days. Spectral light. Sage on bone."
"Three faces, never two accents on one surface."
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