710 Labs » IN GOOD CO

710 Labs

Crafting an iconic brand for the OG.

Brand Transformation:

Brand Positioning
Rebrand
Art Direction
Illustration
Verbal Identity
Photography
Packaging

LEGENDS NEED TO BE LEGENDARY

The Challenge

OGs in the cannabis space have to walk a fine line. They’re beloved for being originals but also have to keep up or professionalize as they become powerhouses. When 710 Labs approached us, they had been in hibernation. They were legends and needed a brand comeback worthy of their reputation.

A comeback better than the first act

Creating the active position

There’s a swagger that’s inherent in 710 Labs. They were around long before cannabis was a hot spot for investors or legalization was even on the horizon. But the landscape was changing fast. They had their sights set on being a national, household name—growing and evolving beyond their Colorado roots. They needed a brand position that proudly acknowledged their past while staking their claim to the future. The best solve for the best solvent? OGS MAKE BETTER OG

Simply the best for the best

Brand action

710 Labs products live up to the hype. They are exceptional. They don’t need frills. The visual identity aims to be crisp yet playful. The verbal identity tone calls for confidence with a heavy hit of bold brashness. We developed a new logo in collaboration with Giacomo Bagnara, which became the anchor for the brand. With such an iconic identity, boasting ample negative space, the brand was free to amplify its presence with patterns and collaborations—a hallmark of the brand.

A system to buck the system

Brand growth

Packaging development for the brand was strategic—it had to be. With regulations changing almost daily and differing from state to state, it needed to be adaptable to whatever changes came its way while looking striking on-shelf and standing out in a crowded market.

World class world building

Brand igniter

Swagger and swag were requested, and we delivered. In an industry that can often go barebones, we chose to go in the opposite direction. We worked with the brand to create products, events, and experiences that made connoisseurs of the plant feel seen and attracted new enthusiasts to join the brand.