After making a name for themselves in the baked goods cannabis edibles category, the owners behind Drift wanted to make a splash with a new innovative product. Born & Bred worked in tandem with Drift to create cannabis-infused mints. We believed it’s subtle, easy-to-dose consumption would help push cannabis past stoner and medicinal purposes to recreational. (Mind you, this was a new concept in 2016 at the turning point for legalization.) We needed to create a brand that also pushed cannabis past stigmas. It needed to distance itself from everything in the industry that was either juvenile or overly buttoned-up. We decided Drift should be one of the first brands to have cannabis take a backseat. Instead, we lead with thoughtfulness, beauty, and emotion. For instance, the name Drift simply evokes a feeling, rather than explicitly referring to cannabis. (Again a new concept at the time.) From the line art mermaids to cannabis regulations that blend seamlessly with the design, we wanted the visually identity to flow—pun intended.