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Agency: Safari Sundays
CEO: Damon Gorrie
Chief Strategy Officer: Georgia Levison
Creative Director: Adam Walko
Design Director: Matt Smiroldo
VP, Client services: Kate Dell'Aquila
Project Type: Produced
Client: Omura
Location: Brooklyn, New York
Packaging Contents: Vaporizer
Packaging Substrate / Materials: Cardboard, paper

We’ve only just begun to unlock the true potential of cannabis, but one thing is for sure– whether you’re looking for discreet microdosing or a well-rounded, holistic experience, how cannabis is consumed matters.

Last week saw the launch of a brand that is pioneering the evolution of cannabis – Omura. Its breakthrough system for a whole flower vaping experience is more precise, effortless, and purer than ever before.

To brand the future of cannabis, Omura partnered with Safari Sundays to complete the brand strategy, naming, packaging, and web design.

Safari Sundays positioned and named the brand for the precise way its highly evolved, next-gen heat-not-burn technology delivers the ‘Entourage Effect’ via cannabis cartridges that use and maintain the integrity of whole flower cannabis.

The nature of this highly evolved system and the unique collaboration between the Omura team of engineering, design and cannabis experts demanded an approach that could express the highly elevated story behind the brand.

Safari Sundays designed the brand to be anchored in the natural precision and power of the whole flower. From the pure essence of the brand icon and the rich sophistication of the core green to the elevated beauty of photography – everything is an exercise in presenting the pure, precise, and next-gen tech devised to harness the power of the whole flower.

“The founders of Omura hold themselves to strict rules of sophistication, precision, and beauty – values rarely connected to the current world of cannabis. We created a brand world that could express this dedication to the natural science of the whole cannabis flower. Omura’s core ‘whole flower’ icon is the button for the device and beacon for the brand. It’s fine lines and perfect symmetry express the very nature of Omura’s tagline: PRECISION & PURITY,” Adam Walko, Creative Director, Safari Sundays.

Safari Sundays designed the device packaging to focus on the sleek beauty of the structure itself. The cartridge packaging required a more tiered, gradated color system to easily mark each species: Sativa, Indica, Hybrid and Hemp. A versatile, easy to update, detail sticker was then created to allow producers and growers to personally implement the strain name and precise levels of both THC and CBD contained within each cartridge. The result is a highly flexible system that can be updated and implemented state by state as the business grows and is easy for new to cannabis consumers and existing cannabis consumers.

The tone of voice positions the consumer at the center of the brand. It is sophisticated, expert and personal – educating and guiding consumers navigating the cannabis space while acknowledging that cannabis is a deeply personal and nuanced experience.

“We engaged Damon Gorrie and Safari Sundays at the point of inception. Turning ideas on napkins into a beautiful robust brand with a strong visual identity that could stand out in a crowded landscape. They were true partners on the journey with us, going above and beyond to meet our evolving needs. They truly understood the bigger picture and intricacies of building a start-up brand that was future-proofed for scale,” John Brunner, Co-Founder & CEO Omura.

What's Unique?
A highly flexible system that can be updated and implemented state by state as the business grows and is easy for new to cannabis consumers and existing cannabis consumers.

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