Equinox

Lightshade Dispensary approached Tiger Sun Design to develop the branding for Equinox, their new in-house line of products. Based on the existing Lightshade brand and the name, I started the process by brainstorming possible ideas for the logo.

In terms of visual direction, they were open to different possibilities, so I worked with the creative director to create four distinct variations on the Equinox brand, each employing a different brand strategy and therefore embodying a different set of characteristics.

From the variations presented, Lightshade chose to combine aspects of two of them. After another round of iteration—focused primarily on colour options—we landed on a final brand. I then created packaging and promotional materials following this direction.

I made brand guidelines to document the different elements of the newly established brand, and ensure consistency and visual harmony between materials made for Equinox.