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Special Project

Special Project
From the 13th Annual Shorty Awards

incredibles Rebrand

Audience Honor in Brand Redesign


The incredibles brand was created with the purpose of delivering delicious and reliable edibles that borrow the same discipline and quality standards that exist in the food industry. Since 2010, incredibles set itself apart through its unwavering commitment to patients and recreational users alike.

In 2020, incredibles launched a brand redesign to honor the incredibles story and highlight the brands point of difference with messaging and visuals that reflect the pioneering spirit and personalities of the founders.

The main objectives of the brand redesign include:

Strategy and Execution

In order to achieve the above objectives, the brand underwent a full redesign, including:

Wordmark: The logo captures originality, credibility, and playful spirit through expressive typography. Set in a combination of upper and lower case, the letters establish a rhythm in tune with our off-beat personality. Foundationally, it is used in two colors to emphasize the "edibles" within incredibles. The edible "e" is slightly tilted and carries forward our signature bite mark as an homage to where we came from.

Edible E: Refreshed from its original design, the "e" stands for edibles. The four bite marks represents each of the four brand founders. The "e" is always found at a slight tilt, representing true-to-life physics of being left-side heavy as though an actual bite was taken from the mark.

The Credible Edible: To assuage consumers' common fears of variability in edibles experiences, this tagline is foundational to our positioning and champions our core offering—consistency of effect.

Founder’s Seal: This tertiary brand element humanizes the four founders, adding an endearing touch for consumers. The mark includes our founding year to reinforce our position as one of the longest-standing edibles brands still in existence. This mark is found on every incredibles package and serves as a seal of approval to substantiate our expertise and experience.

Fruit Stickers: The fruit stickers, found on every gummy package, capture our playfulness and hint at fresh fruit as a means to allude to flavor and appetite appeal.

Occasion Stickers: The occasion stickers, found on every chocolate's airtight seal, communicate our place as the edible that is perfect for any occasion. Using the center of the seal, we ask consumers to "save some for Noni", the matriarch who is central to the brand's story.

Typeface: Chosen for its inherent chewiness, our brand typeface is full of energy, confidence, and flexibility. It was designed as a variable typeface, with seemingly infinite weight and width combinations. It is a foundational element that unifies our logo and illustrations.

Illustration & Pattern: Geometric shape language and a mouthwatering color palette deliver flavor cues and create appetite appeal. To further drive brand cohesion, this shape language leverages elements from our type face. For example, the Summer Peach and Strawberry Crunch mouth are simply stretched versions of the dot of the "i" in our wordmark.

Key Messaging: Our key messaging reinforces why consumers choose incredibles—consistency in effect and taste.

For chocolate packaging, each flavor name is brought to life through color and shape language that cue flavor and drive appetite appeal. Thoughtful use of our canvas, color, and communication architecture express our personality, help delineate flavors and simplify inventory management on the ground. The chocolate packages also include custom designs for state-specific bars, which give a nod to the local nuances that resonate with people from those communities. For example, on the end of the Illinois-based Windy City Bar, the rebrand included the dibs reference [after snow storms, people shovel their own street parking spots, then claim the spot with a lawn chair] and “Politics Not Included” language on the end of the box. The state-specific designs were created to form an inside joke between the brand and those who live in the market.

The incredibles line of infused gummies refreshed flavor names to be cohesive with the chocolate products and to express the brand personality.

Although cannabis remains federally illegal, the rebrand leverages strategic design principles used in mainstream confectionery. 


Prior to announcing the official rebrand, incredibles utilized Instagram for a full teaser campaign. The campaign reached 18K users, compared to the average weekly reach of 7-8K. Additionally, one teaser post was the third most shared post for the incredibles Instagram page.

When the rebrand officially launched and was promoted on Instagram, the announcement post had the highest reach at 7K and the most “dark shares.” During the launch campaign, engagement reached 8.6%, well above the average of 1-3% across industries.  The total campaign-only engagement hit 2,412 on static posts and reached 25,200 impressions on campaign-only stories.

Since the incredibles rebrand, the Instagram page has gained 1.8K followers, now reaching an audience of 28.8K users. Interactions on the brand Instagram page also increased by 25% over previous weeks.

In addition, incredibles saw an increase of 49% in average monthly sales across the brand portfolio since the rebrand, driven by the addition of Snoozzzberry gummies and faster turn at shelf for core products.  





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