Ration Cannabis has an overarching theme abstracted from US mid-century military. Outside of this, branding was focused entirely on its first product line. The existing series was “effect-based”, and was visually depicted in a very serious, hard-line, and darker manner.

The new series focuses on flavor instead of derived effects. The new product line targeted a different audience and needed to be more fun and inviting, while still fitting into Ration’s core narrative.