Mountain High is a premium cannabis brand based in Denver, Colorado, offering a luxury, adventure-driven alternative to traditional cannabis packaging, drawing inspiration from high-end outdoor brands such as NEMO Equipment, Black Diamond, and Arc’teryx. Mountain High combines sophisticated design with Colorado’s rugged landscape culture. Instead of the typical sterile, clinical aesthetic, the brand adopts a refined outdoor identity that reflects the beauty, altitude, and aspirational lifestyle of the Rocky Mountains. Mountain High targets customers aged 21 and older who seek high-quality cannabis and value both performance and presentation.

The visual identity features Colorado-inspired mountain tones, including greens, blues, and earthy neutrals, complemented by a bold accent color system to distinguish strains across product lines. This use of color adds energy while preserving a cohesive, premium appearance. The logo features the capital letter M from the main font and depicts a rising sun behind a mountain. Modern, clean typography reinforces the high-end outdoor aesthetic of technical-gear brands.

Mountain High’s brand experience extends beyond packaging to an immersive digital presence. The website will feature a light, photography-focused interface that highlights Colorado landscapes and lifestyle visuals. The brand mission emphasizes elevation, both literal and metaphorical, encouraging consumers to “elevate every moment” through adventure and exploration. All deliverables, from jars to pre-roll packs, will maintain consistent tone, material quality, and visual hierarchy to position Mountain High as a sophisticated leader in the luxury cannabis market.

Objectives

To independently research, design, and produce a logo, package designs (jar, bag, bottle, tin container), and a website homepage.
To research different cannabis companies and see how they advertise and present their products.
To apply my design knowledge from the past four years together for one final branding project.
To ask for help and opinions from my peers and teachers if needed.
To make my designs cohesive and exciting while maintaining a high-end feel.
To produce high-quality mockups for display.

Target Audience

Mountain High is open to anyone 21 and older, but primarily targets young professionals and established adults ages 25 to 40 with disposable income who incorporate cannabis into their lifestyle. These customers value premium goods, are knowledgeable about cannabis, and would be willing to pay more for higher-quality products.

Deliverables

1 logo design (with style guide)
3 Cannabis jar packaging designs
3 THC gummy packaging designs
1 website homepage
1 topical lotion
1 5-pack of pre-roll packaging.

Research

When researching, I knew I wanted to make Mountain High a high-end cannabis company with an adventurous feel. So I looked into high-end outdoor gear and fashion companies. Arc’teryx and Black Diamond were two companies I looked at. Both these companies use clean, modern type and dark packaging to highlight their product labels. After researching high-end outdoor gear, I moved on to researching different cannabis companies and how their products were designed. A lot of the companies I researched had either very medical-looking packaging or fun, vibrant designs. I wanted to combine these ideas into one product that people would see and want to buy, thanks to its sleek, high-end design.

Researching other companies was not the only research required to develop their packaging designs. Being based in Colorado, recreational marijuana is legal, but there are still laws that designers have to follow while designing a product like this. On Cannabis.Colorado.gov, there are laws and regulations about when, where, and who can buy cannabis products. Along with that, what a designer needs to include on the packaging to make it legal to sell to customers in Colorado.

Logo

Primary logo, used on all packaging systems.

Logo Mark

The logo mark is used as a graphic on the website and as a pattern on some packaging.

Jar Packaging

The three colors on the jars represent the different strains of cannabis and hold flower.

Gummy Packaging

The three bags contain 10 gummy edibles, and each bag's color corresponds to its flavor.

Website Homepage

The website homepage has 5 main sections: a company description, a description of the 3 jar strains, why you should buy from Mountain High, a description of the gummies, and a place to sign up for the newsletter.