Proper Craft, a CPG brand

Text in bold black font on white background that reads: 'We hear it all the time: "weed sells itself." We disagree.'

Introducing a bright new way to know cannabis: PROPER CRAFT has set its sights on the future of cannabis and is inspired to produce quality, easy-to-understand brands with products that feed our consumer’s need for more education and to gain control in their buying decisions.

A yellow square with black text reading "Let's fix that." on a white background.
Text on a white background stating that hundreds of companies and brands are flooding the market with weed, but it won't sell itself, and suggesting a plan B.

Inspired Brands of the Future

Graphic design featuring bold, colorful geometric patterns with a yellow text box containing black text about craft design inspiration from Bauhaus and Swiss graphic trends in the 1950s and 1960s. Additional white text below explains the brand's creative ethos.

Our high-quality brands stand on consistency of product, commitment to sustainability efforts, and relatable marketing. We aim to bring freshly conceived and intentionally crafted brands to retail with a purpose to share a fresh perspective of the adult-use market that will continue to progress into 2020 and beyond.

Cannabis-themed graphic with red bars, black and red vertical lines, and a cup of black coffee on a white background. Text reads: 'MISSION: Offering purposeful & progressive cannabis products and brands that are designed to educate consumers while normalizing adult-use.'
A promotional flyer for Proper Craft, a cannabis branding company. The flyer features the company logo, a message about launching new brands like Joli, Aclivity, and Arc Medicinals, and a slogan "Building brands for purpose & progress." There are text sections with details about brand partnerships and contact information, including website and email. The layout includes red, black, and yellow accents, and various logo designs.

Proper Craft was created and founded by
Brienna McWade and Ian Caine Wilson
Blake Hatcher, Panther Wilde, and Mark Rowland

Branding, Creative Direction,
Chief Marketing by
Brienna McWade

Repeated blue and red text saying 'PROPER CRAFT' on a black background with a small red URL at the bottom right.
A motivational quote that reads, "Proper is as proper does," with colorful abstract shapes including a red rectangle and blue curved shapes.
Colored bar graph with the text 'Crafting, Properly' above it.