HOPPER RESERVE
Premium weed wrapped in the unbridled spirit of maverick actor, director, photographer and artist Dennis Hopper.
Brand & Visual Identity Development
Role: Creative Director & Business Development
The Problem: Incubated by Fiorello Agency in collaboration with the Hopper Family Art Trust and United Talent Agency, Hopper Reserve needed a brand worthy of a legend: a premium, sun-grown cannabis line that captured the rebel-artist spirit of Dennis Hopper; actor, director, photographer, artist, all while giving modern consumers a safe, elevated product, and satisfying two high-profile creative partners through a joint-venture structure.
The Solution: As Creative Director, I led brand and visual identity development, product innovation, and go-to-market execution, architecting a brand strategy elegant and understated enough to sit alongside Hopper's own body of work. I directed packaging that paired Hopper's original photography and portraiture with illustrator Alia Penner's artwork, led joint-venture fundraising and partner alignment across the Trust, UTA, and the agency, and directed a website built to feel as much like an art gallery as a cannabis brand.
The Results: The goal of our brand development exercise was to capture the rebel artist spirit of Hopper while providing modern consumers a safe, premium cannabis offering. The core marks were made to feel elegant, understated and in keeping with the aesthetics of Hopper’s other works and brands.
Product Development & Packaging Design
Inspired by Dennis Hoopers own rebel spirit, the products and packaging were approached with a playful, collaborative attitude.
The brand really came to life through its artful packaging, blending Hopper’s original works and portraiture with modern artist Alia Penner’s magically colorful, illustrative design inspired by what the contemporary illustrator imagined were Hopper’s own “trips” through the California dessert. Execution was everything, and we paid painstaking attention to making sure both artists voice rang clearly on each and every joint.
A Website That’s Part Weed, Part Art Gallery
Hopper Reserve is not just about cannabis. Each Hopper Reserve product is wrapped in collector-worthy art that defies the laws of time.
“It’s all about the ceremony of cannabis for me and celebrating it. I used abstract lines and colors and things to bring movement and space to people, that sets this new imaginary world for them to live in and brings them back to life.” (Alia Penner).
The website was developed with that sentiment in mind. We crafted a magical place that felt like a waking dream Hopper himself might have on one of his dessert trips.
Awards & Press
