Range Cannabis’ founding team—lifelong cultivators, extractors, and true consumers—saw a major gap in the Las Vegas product landscape. Despite being a global destination, Nevada had earned a reputation as a “flyover” cannabis state, known more for convenience than quality. Range set out to change that. Their goal was to build a top-tier flower and solventless concentrates brand that locals could be proud of and visitors would seek out. 

SCOPE OF WORK

Creative Direction
Brand Origination
Visual Identity
Packaging
Product Display

AGENCY TEAM

Laksman Frank, Creative Lead

Michael Marra, Creative Direction
Sarah Demers, Graphic Design
Jaya Frank, Design Manager

CLIENT TEAM

Reggie Gilbert
Jared Anderson
Phill Wrightson

Strategy & Story

Range’s voice embraces grit, pride, and earned craftsmanship—positioning the brand as the team capable of coaxing extraordinary quality out of an unforgiving climate. The thematic idea of “growing fire in the desert” became a central brand pillar. 

Range’s opportunity in the Vegas market was clear: stand apart through substance, not gimmicks. By homing in on high-consumption enthusiasts, solventless purists, and tourists seeking the very best, the brand could credibly claim leadership in a state hungry for a premium, authentic, grower-led identity.

Visual Identity

With “fire in the desert” as our anchor, we wanted the visual identity to hit that feeling right away. The extended and tightly kerned wordmark with added serifs gives the logo a chiseled, premium-rugged vibe. From there, we built a custom flame icon—born from an early “fire flower” sketch—that really carries the heat of the brand. To ground everything in Nevada, we added a simple graphic nod to the red sandstone peaks of Red Rock outside of the city.

The brand’s color palette draws from desert nights and blazing fire, blending deep navy tones with bright, heat-inspired accents. For photography, we developed a “light leak” filter treatment that makes each image feel sun-kissed and slightly overexposed—giving a sense that the visuals themselves are of the desert.

Packaging

Range’s packaging was designed to be clean, bold, and instantly recognizable. As some Nevada brands lean heavily into red, we differentiated with a our navy blue and generous white space, using silver and red as accents.

While the brand initially entered market with a simple, fast-turn packaging approach, our focus was on defining the long-term premium system: direct-printed navy glass jars and tubes for flower and pre-rolls. This elevated packaging direction establishes a strong, sophisticated shelf presence and sets the foundation for Range’s future growth.

Packaging

For Range’s in-store presence, we created custom Flip Displays that helped the brand really pop on shelf. The team understood how important strong merchandising is and was excited to use our display system to make something standout. We landed on two display sizes: a small unit designed to spotlight the rosin pen, and a medium display that shows off the full product family together. To give everything an extra lift, we added a custom 3D-printed riser featuring the Range logo—bringing a little more personality, dimension, and brand pride to the setup.

Let's Work Together

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