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Mission and Core Values

Who we are, what we do, and why we do it.

Our mission

We strive to be the #1 trusted brand in cannabis.

What we’re about

In a world full of uncertainty for wellness options, Caliva stands alone. We exist for the informed consumer. We are empowering a generation of people to be able to choose their health, wellness, and recreational options from the best products Caliva and Caliva Partners produce. We seek to deliver on a brand promise of Consistency, Transparency, and Accessibility.

Our principles

We believe that happy plants equals happy people. Our plants are grown with love, care, and advanced science to maximize quality and yield. Our consumer’s best interest drives the decision making process, ensuring quality, consistency, and most of all, trust.

 

Logo

Caliva has 3 official logo marks

Primary Logo

Use whenever possible

primary-logo.jpg

Vertical Logo

Best used in vertical oriented layouts
when primary logo does not work well,
or feel too small.

vertical-logo.jpg

Palm Icon

  • Used when “Caliva” is not necessary.
  • Can be used as a stand alone design element or part of a pattern.
palm-icon.jpg

Logo Rules

Guidelines to help ensure proper logo representation

Yes

Maintain ample space around logo

logo-yes.jpg

Nope

Never alter shape or proportions of logo

logo-nope-1.jpg

Never use “Caliva” with out palm icon or break logo apart

logo-nope-2.jpg
 

Colors

Caliva color palette for use on print and digital applications

Caliva branding is very simple and represented primarily by clean, white space.

Navy is used for logos, headings, and accentual graphic elements.

Secondary accent colors are used for strain type designation, button states, and accentual
graphic elements. Accent colors should not exceed 10% of layout unless otherwise specified.

Primary Colors

primary-colors.jpg

Neutral Colors

neutral-colors.jpg

Strain Type Designation

strain-type.jpg

Accent Colors

accent-colors.jpg

Colors Pantone

Caliva color palette in Pantone for package printing

Caliva branding is very simple and represented primarily by clean, white space.

Navy is used for logos, headings, and accentual graphic elements.

Secondary accent colors are used for strain type designation, button states, and accentual graphic elements. Accent colors should not exceed 10% of layout unless otherwise specified.

Primary Colors

pantone-primary-colors.jpg

Neutral Colors

pantone-neutral-colors.jpg

Strain Type Designation

pantone-strain-type.jpg

Accent Colors

pantone-accent-colors.jpg

Typeface

Avenir is our primary typeface. It is a clean, modern, no-nonsense typeface that sits back and allows content get the spotlight.

Body Copy

10pt to 18pt - Tracking 0

display-bodycopy.jpg

Headings

6pt to 24pt - Tracking 100

display-headings.jpg

Display

28pt to 36pt - Tracking 50

display-display.jpg

Typeface cont.

Additionally, Caliva uses more stylish typefaces for short, fun, messaging in headlines. Please use these typefaces sparingly.

Display 2

1 to 2 word headlines

display-2.jpg

Display 3

1 to 2 word headlines

display-3.jpg

Display 4

1 to 2 word headlines

display-4.jpg

Voice

The Caliva voice is lighthearted, fresh, and concise. With references to pop-culture old and new, we try to keep our voice sophisticated but hip.

Yes

This sounds like Caliva

“Weekend’s here, how do you #GOCALIVA?”

“THC made with a little TLC”

“This is going to be fun… real fun.”

Nope

This does not sound like Caliva

“It’s Friday, and I’m going to get you high today!”

“We take care in rolling this preroll for you”

“We hope you enjoy your purchase!”

 

Illustration

Caliva illustrations are colorful, layered, and full of organic shapes.

The shapes are flat colors and collaged. Patterns may intermingle with the shapes, but should not be the primary element.

All Caliva illustrations should be vector, so they may be scaled to any size. They should also have a handdrawn feel, meaning the shapes should have a natural feeling edge.

The feeling of the illustrations should be fun and lighthearted, not chaotic.

illustration.jpg

Considerations

  • Flat colors
  • Vector illustrations and Patterns
  • No outlines
  • Hand drawn feel
 

Design Examples

Good and bad practices when applying the brand guidelines

Yes

Maintain simplicity and light references to cannabis

design-examples-caliva.jpg

Nope

Heavy stoner-culture references and complicated designs

 We love these brands but their aesthetic does not fit our brand

We love these brands but their aesthetic does not fit our brand

Yes

Use bold text overlays on lifestyle photos

design-examples-caliva2.jpg

Nope

Don’t use cannabis-heavy photos

design-examples-other2.jpg