client
Rubicon Organics

location
Vancouver, British Columbia

scope
Brand Identity, Photography

team
Jack Funn, Creative Director @ Skeleton Crew Creative Studio
James Hearn, Strategy Director @ Skeleton Crew Creative Studio
Jan Snarski, Photographer (extracts)
Valentin Heinrich, 3D Artists (gradients)

Given the urgency of the launch, our task was to forge a brand that exuded luxury while remaining aligned with the prevalent 'drop' culture in the cannabis and streetwear scenes. Inspired by the meticulous process behind these premium concentrates, Lab Theory sought to blend clinical precision with an experimental and psychedelic aesthetic.

In collaboration with a talented 3D artist, we designed a set of dynamic 'gradient' textures that could evolve alongside the products. We also captured the product in extreme close-up within petri dishes to create a distinctive visual identity that would not only stand out on the shelves but also effectively showcase the concentrates in a way that resonated with point-of-sale requirements.