Looking outside category conventions, we developed a brand system that functioned as a lifestyle, combining the founders’ love of nature with the science that underlays everything. At a time when cannabis brands were going ultra-glossy or vintage hipster, we brought the rustic allure of the Deschutes Forest and Cascade Mountains to the front and designed packaging with portability in mind: reusable tins that store fly-fishing lures as well as they do gummies or pre-rolls. We rooted it with a digital presence that gives them an outpost for future extensions of the brand, a home to return after a day in the lab, on the trail or wherever their spirit leads them.