Paradiso Radiates Vacation Vibes
by Rudy Sanchez on 09/07/2021 | 3 Minute Read
The word paradise has ancient origins, referring to gardens or parks, and often gets depicted as a pleasant, idyllic spot, usually a retreat to calmness and serenity. The word has expanded in usage beyond gardens and parks to include any place of bliss, including destinations we travel to be happy, a retreat much like the lush walled gardens of old. In some contexts, paradise is even synonymous with heaven, as in Dante’s "Divine Comedy."
Fortunately, for many folks, cannabis can bring some semblance of paradise, whisking consumers away to a headspace that approximates a blissful place, a sentiment similar to that behind cannabis brand Paradiso Gardens.
The woman-owned Paradiso comes from California’s Central Coast, a region that stretches along the state’s coastline from Ventura County to Santa Cruz. The area also grows premium cannabis and is part of the inspiration for Paradiso Garden’s branding and packaging, developed with agency OMFGCO.
“We'd already created the brand and done a trade show booth as well as a bunch of swag when we moved into [the] packaging, so we had a good sense of where we needed to go. The brief was mostly around how customers would make decisions on which product was right for them—and generally all about capturing that Paradiso feeling and vibe and sharing it with our audience,” said Fritz Mesenbrink, principal and creative director at OMFGCO.
The transportive feeling starts with Paradiso’s wordmark, and it calls to mind old tourist posters inviting one to scenic destinations. Arches and portals, bidirectional entry and exit points, feature throughout as well. Cheeky Flamingos with doobies dangling out of their beaks play on the vacation theme, too, as does the inclusion of other holiday-themed graphics such as sunshades and palm trees.
“We wanted to have fun with color and graphics and also tie the products and packaging to an experience you would have with them,” explained Mesenbrink, going on to explain that the design found inspiration in the idea of cannabis being a transportive experience.
"Paradiso can take you there," Mesenbrink added.
While the manifestation of paradise differs from person to person, most of us can generally agree on what it feels like, and the essence of a euphoric retreat is almost universally understood-Paradiso manages to capture that experience.
“As an artist myself, I felt so seen and heard working with OMGFCO. They took the time to learn who we are and what we are about, beyond seeing us as simply pot farmers with a brand. They peeked into our souls and created a brand identity with a color palette and iconography that really conveyed a true sense of what we wanted to represent in the cannabis market,” said Christina DiPaci, founder and CEO of Paradiso.
Paradiso is available at California dispensaries, and merchandise is available everywhere from the brand’s e-commerce store.