VIOLA BRANDS
Social Media Branding & Identity
Agency:  Merry Jane

When former NBA star Al Harrington launched a cannabis company, Viola Brands, the obvious move was to build the brand identity on his fame alone -- a celeb hanging with rappers and NBA players. 

But to cut through the clutter of all the celeb cannabis lines, I thought the brand should cultivate a unique and complex persona, balancing the cool factor with its powerful mission-driven side. Al supports social equity by investing in minority entrepreneurs and fighting for those incarcerated by the drug war. 

Socials were a place to fully embrace this brand identity. Viola's Instagram has a bit of an edge -- the gravity and urgency of the company's mission is balanced with fun celebrity appearances, a vibrant tone and the signature neon purple. The goal is to never lose sight of what makes the brand original.