Knoku
Knoku was created for a new player in the fast moving cannabis market. They had superior biology and science behind their foundation and were open to new ways of approaching the market and the sector
Problem
How to re-introduce an ancient plant that has accumulated a sometimes negative stereotype around the people who consumer cannabis products, modernize the image and bring the consumption and enjoyment into the 21st century primarily through digital means.
Solution
Taking inspiration from things as varied as social media, music apps, and even modern medical applications, I proposed the idea of “Mood Curation.”
Not unlike a playlist or a pinboard, Knoku would not focus on the plant, the flavor, the smell, and especially not the intensity of the high. It would match the strain to the desired mood for that occasion. Some of the primary categories were Video Gaming, VR Immersion, and Foodie.
Early wireframes showed how simple sliders and multiple choice options could lead a curious user to find their ideal strain and method of consumption.
In order to expel the stigma associated with, “potheads,” and “burners,” the application was designed to be more neutral and almost clinical.
Instead of the ubiquitous appearance of heavy, hairy, mutant pot plants I decided that the goal at the end of the day is where you find yourself when the experience is happening. Do I want to feel creative by myself, laugh with my friends, or just dive deep into imaginary worlds?
Along with the application, I created the brand, including the name and identity. The name was intended to conjure intelligent choices and again, not focus on the idea of getting high, disconnecting or becoming a pariah.