CLRTY

Until recently, the world of THC seltzers was relatively nonexistent in Minnesota. This all changed in 2022 with the recent change in legislation, allowing for the sale of THC beverages in bars, restaurants, and liquor stores. CLRTY started out as simple edibles, gummies, and powders and were looking to expand into the seltzer space. I was approached to help take their start up idea and expand the brand, targeting newer users and the THC curious.

The objective of the brand identity was to create clarity within a sea of colorful, loud brands (while also playing off the name of the brand, obviously). Utilizing a clean, minimalist approach to the visuals, we were able to provide a relief to the consumers eyes, becoming a go-to for newer drinkers.

Where they were:

When I was brought on as lead art director to the CLRTY brand, they had very little when it came to an established look and feel. Being a start-up, they were almost starting from scratch when it came to a holistic look and feel. The designs between packaging and brand weren’t lining up, and there was a real desire to grow into a more cohesive, modern space - something that could stand its own ground against the bigger names in the seltzer industry.

Where we landed

Product design + photography

Working with Minneapolis-based photographer Colleen Guenther, we built a product library that introduces the new identity across a large portfolio of products. Included in the shoot were the 5mg + 10mg THC seltzers, Splash and Blast THC shots, and gummies. The products were shot against a stark white background to match the clean look of the cans, while the sets got increasingly more colorful and bright as the THC dosage went up - the more you drink, the hazier it gets.

Digital Expansion

After establishing a product library, we began build out on CLRTY’s digital presence, specifically regarding web and social. The website, which is currently in production, needed to reflect the updated product photography and modern look of the brand. The idea was to utilize white space and large imagery to be a lookbook for the product, while also being a welcoming hub of information for newer users. Social was an area where we could build out the voice of CLRTY. Utilizing motion and a touch of humor, as well as collaborations with local Minneapolis influencers, the CLRTY brand was able to extend into a more approachable space for those who are THC curious.