![](https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=810&ixlib=php-3.3.1&q=82&usm=20&w=1440&s=636f59cd43ab64c31f94293d77e52b57 1440w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1620&ixlib=php-3.3.1&q=61&usm=20&w=2880&s=1433f896c9f7c91238eab95bb3f24495 2880w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=620&ixlib=php-3.3.1&q=82&usm=20&w=992&s=48caf21dd359419fe2da464916a32a63 992w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1240&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=1148ca20876c3b53819c87f17c6973fa 1984w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=680&ixlib=php-3.3.1&q=82&usm=20&w=850&s=771a639e0adac5816ba9763aa22e0401 850w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1360&ixlib=php-3.3.1&q=61&usm=20&w=1700&s=044f058570894f98084a02dabff55ffc 1700w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1066&ixlib=php-3.3.1&q=82&usm=20&w=600&s=756f9c1f57a93925411b2dcf15644a2b 600w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2133&ixlib=php-3.3.1&q=61&usm=20&w=1200&s=8d2fd1b11a9c1a00b3829e9fd9373342 1200w, https://varyer.imgix.net/Kindred-1-Heading.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=3200&ixlib=php-3.3.1&q=41&usm=20&w=1800&s=c4b576705bbe8267a50f0de97e0c31a8 1800w)
Kindred Cannabis
Premise
Kindred is a leader in Canadian cannabis distribution. To support that status, we created a brand identity that appeals to varied audiences: a maverick that refuses immediate classification.
About
As a full-service sales brokerage firm, Kindred partners with cannabis producers, retailers and government agencies to support and grow the industry
![](https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1112&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=02149e0c283dc470dc3509b5c69eda7c 1200w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2224&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=811d3e39ce8737ed1e076ef57433762f 2400w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=919&ixlib=php-3.3.1&q=82&usm=20&w=992&s=fb41bbd80ca285aef60787bb54986b67 992w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1839&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=f830fd748ecb0de01b38960937ea85fa 1984w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=711&ixlib=php-3.3.1&q=60&usm=20&w=768&s=f166f80ce36ee6566735fb872568165f 768w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1423&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=69fff31ebaa73252368934ee1860e87d 1536w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=533&ixlib=php-3.3.1&q=60&usm=20&w=576&s=c109e460813805cbaf4a87afa8cc7fad 576w, https://varyer.imgix.net/Kindred-2-Logo-Grid.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=f9e10c864777dc154cc97968ba6f6dff 1152w)
Looking to the past
For our work on the visual identity, we experimented with juxtaposition. Cannabis is an ancient plant, recently provided a new audience through governmental sanctions. We opted for a heritage look as a nod to this history, combining it with futuristic edge. The logotype utilizes a bold red for strength and deep green for kindness. The roof above the logotype represents growth, and is a 90º turn on the “k” within the word for visual harmony. To keep the design optimistic, the diamond on top is a constant reminder of possibility on the horizon.
![](https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=124&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=88dc4d5e0386363b71194033be4a5a3c 1200w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=248&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=f98bb67eb9ff6fd6863f23d7612e8e26 2400w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=102&ixlib=php-3.3.1&q=82&usm=20&w=992&s=08aaa43ed01d718aab5d11c01b0f7bc0 992w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=205&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=e8f88527e4552ccacfc2d3abfa55deb4 1984w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=79&ixlib=php-3.3.1&q=60&usm=20&w=768&s=5a213b82600b88f12ba7eed1aa62330e 768w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=159&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=56b68de728e239db2888746217f2701b 1536w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=59&ixlib=php-3.3.1&q=60&usm=20&w=576&s=6e538bf16f3c2482582226d4eece80e5 576w, https://varyer.imgix.net/Kindred-3-Icons.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=119&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=89a15c5e62db06cd49ccbfa215357ba4 1152w)
![](https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=751&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=4b509096c810824e5adfd78e059a3bba 1200w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1503&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=94296f6f7193fcde69a780b1aa7fff2d 2400w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=621&ixlib=php-3.3.1&q=82&usm=20&w=992&s=1baf29a48a722713c6def9f4251596b2 992w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1242&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=a05b68929963cf160b8ac89f22a43d56 1984w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=481&ixlib=php-3.3.1&q=60&usm=20&w=768&s=8d89d8b8c4e91b26718a7722f446ada1 768w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=962&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=3e5f2dd08315f81554e06c869e510c56 1536w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=360&ixlib=php-3.3.1&q=60&usm=20&w=576&s=cb94c17f190cdb8ac3785578e6f8295f 576w, https://varyer.imgix.net/Kindred-4-Biz-Cards.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=721&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=bc1968e39fe7bade4a069241bcf0a0d1 1152w)
Ahead of the pack
The main purpose for the Kindred website was marketing and thought-leadership, accurately reflecting their position as leaders of industry growth. Designed with trust and adaptability in mind, the use of unconventional navigation methods reflects Kindred’s unique, fresh perspective. Content moves horizontally across the screen when a user scrolls down, while the Navigation and Footer stay fixed.
For additional ease of UX, the user can also click the left and right sides of the screen to navigate each page. As the pages change, the signature red gradient moves across the screen to indicate progression as a subtle nod to the flames that ignite cannabis to release its true potential. The site was developed by Alright Studio.
![](https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=422&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=07325f4e84ee63740b6337be97bf2c0e 1200w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=844&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=4080766e15ff8c5ea464d46e57853de4 2400w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=349&ixlib=php-3.3.1&q=82&usm=20&w=992&s=856e84d0acd58e3629f22b224f4992b8 992w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=698&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=8da98669914fd93a5139e344eb78a46f 1984w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=270&ixlib=php-3.3.1&q=60&usm=20&w=768&s=0b56af3b051219b7d3f60e216957a201 768w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=540&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=36f3dd0a40333c2a952a58ea86a48094 1536w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=202&ixlib=php-3.3.1&q=60&usm=20&w=576&s=e6a62279ac5fb5a866e7f32cfcd2c70b 576w, https://varyer.imgix.net/kindred-5-screens.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=405&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=48e3bd726b2989fc8d777b007983c403 1152w)
Preparing for success
In addition to design, Varyer provided overall content collection, creation, and copywriting for the site. Kindred’s mission statement was crafted as a commitment to fostering responsible cannabis culture. Product overviews for various product lines they represent were written with distinct audiences in mind, and posts for their emerging culture blog were curated for launch. Upon completion, the two companies worked closely together to ensure a smooth pass off with clear documentation for future updates.
![](https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=751&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=ead440326f9d629ece2cd62f74cde6b7 1200w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1503&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=2d41fa0833a5bb7ca7a9902fde974327 2400w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=621&ixlib=php-3.3.1&q=82&usm=20&w=992&s=eec932794f985fc7ce2b265e07cc71da 992w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1242&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=3db077b25e775b7539d949f9573bf6b8 1984w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=481&ixlib=php-3.3.1&q=60&usm=20&w=768&s=e8d288060ccc07149d29d9f75b02d031 768w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=962&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=71dbfe1128a33b5a775d5d244ce4babb 1536w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=360&ixlib=php-3.3.1&q=60&usm=20&w=576&s=6e6cafd4f78dad8f8e31656261d23d6a 576w, https://varyer.imgix.net/Kindred-3-Photo-Style.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=721&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=984c770f7715d35225262f415722ba76 1152w)