Mission and Core Values
Who we are, what we do, and why we do it.
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.
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.
Caliva has 4 official logo marks. Download here.
Used used for our core brand and products.
Best used as a “signature” or when
layout vertical space is limited. Also used with sub-brand and endorsed brand products and packaging.
Used for internal documents, internal/
external swag. Use with brand colors.
- Used when “Caliva” is not necessary.
- Can be used as a stand alone design element or part of a pattern.
Guidelines to help ensure proper logo representation
Maintain ample space around logo
Never alter shape or proportions of logo
Never use “Caliva” with out palm icon or break logo apart
Caliva branding is very simple and represented primarily by clean, white space. Download swatches here.
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.
Caliva color palette for use on print and digital applications
Strain Type Designation
Caliva color palette in Pantone for package printing
Strain Type Designation
Madera is our primary typeface. It is a clean, modern, no-nonsense typeface that sits back and allows content get the spotlight..
Additionally, Caliva uses more stylish typefaces for short, fun, messaging in headlines. Please use these typefaces sparingly.
Below is a table showing our type scale applied to our digital products.
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.
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.”
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!”
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.
- Flat colors
- Vector illustrations and Patterns
- No outlines
- Hand drawn feel
Good and bad practices when applying the brand guidelines
Maintain simplicity and light references to cannabis
Heavy stoner-culture references and complicated designs
Use bold text overlays on lifestyle photos
Don’t use cannabis-heavy photos