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Parachute is a national indoor agriculture management company based in Denver, CO.
They were originally seeking only a new website and a logo touch-up to attract larger investors. What was clear to us is that altering just these two touchpoints was simply not enough to achieve their goals.
If they wanted to succeed, what we had to do was work from the ground up to understand who Parachute really is.
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Brand Strategy
naming
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Typography
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COMPLETE & ONGOING
Parachute’s original name was Procan, which is a portmanteau of “Professional” and “Cannabis.”
Their original name aligned with their original focus – indoor cannabis management.
They had grown beyond just cannabis farms. They were now targeting indoor farms of all varieties.
With a name solely aligned with cannabis, this turned off investors and businesses looking for more than just cannabis management.
Before we could create or find them a new name, we had to first discover who they were.
What we discovered was that behind the scenes, the founders and most of the employees came from military backgrounds. This background experience was something they found very useful for their business.
Having a military background is what differentiated them and made them who they are.
Fearful of being labeled a military company, we assured them that the focus wasn’t on the military but rather, the military mindset. This mindset just so happened to be what every grower was looking for.
The logo was developed to be in tune with the military mindset. In other words, it had to be as efficient as possible.
A simple bold arc abstracted from a parachute's shape imbues the brand with a “can do attitude”. Other similar positive associations include a rainbow and the horizon of a dawning day.