Kaleafa is one of the Pacific Northwest's most established cannabis retailers, with more than a dozen locations across Oregon and Washington. Founded in Portland, the brand had built real loyalty through years of consistent, community-rooted service. The challenge wasn't starting from scratch, it was evolving without losing what people already trusted.
Old Friend began by working to surface and articulate the brand's existing strengths before a single design decision was made. What emerged was a clear throughline: a brand rooted in the landscape and culture of the Northwest, warm and grounded where much of the cannabis industry had gone electric and loud. The resulting identity system trades bright colors for earth tones, bringing a quieter confidence to every touchpoint from retail signage to print collateral.
