Berkshire Roots is a cannabis grower and dispensary located in western Massachusetts. The cannabis industry was still new in the state in 2017 and I was fortunate enough to get involved in the early stages of the business, starting with development of a visual identity that incorporated a representation of the iconic mountains of the region. The Berkshires are a premier tourist destination, enticing visitors with natural beauty and a vibrant New England cultural and arts scene.
The first run of identity, collateral, and packaging reflected this with an understated elegance and simplicity, to give the brand an elevated appearance. The opening at the base of the mountains invited the viewer in. The topographical element was a nod to the mountainous region, with a focus on nearby Mt. Greylock, the highest point in the state. The tincture boxes won a silver award in the 2019 American Package Design Awards, Graphic Design USA.
- James Winokur, former CEO of Berkshire Roots
As the brand continued to develop we placed our visual emphasis on the outdoor aspects of the Berkshires, honing in on the region's forests, lakes, and mountains. In the early stages the tag line we used was "Cultivation at Elevation," pointing towards our proximity to the highest elevation in Massachusetts, and which was reflected through our advertising, social media, in-store graphics, and merchandise.
