Fire in the Desert

Range’s founding team saw a gap in the Las Vegas product landscape. Despite being a global destination, Nevada had earned a reputation as a “flyover” cannabis state, known for convenience than quality. With Range set out to change that. Their goal was to build a top-tier flower and solventless concentrate brand that locals could be proud of and visitors would seek out.

SCOPE OF WORK

  • Creative Direction

  • Brand Origination

  • Visual Identity

  • Packaging Design

  • Product Display

CLIENT

  • Reggie Gilbert

  • Jared Anderson

  • Phill Wrightson

AGENCY TEAM

  • Laksman Frank, Creative Lead


  • Michael Marra, Creative Direction

  • Sarah Demers, Graphic Design

  • Jaya Frank, Design Manager

Strategy & Story

Range’s voice embraces grit, pride, and earned craftsmanship—positioning the brand as the team capable of coaxing extraordinary quality out of an unforgiving climate. The thematic idea of “growing fire in the desert” became a central brand pillar.

Range’s opportunity in the Vegas market was clear: stand apart through substance, not gimmicks. By homing in on high-consumption enthusiasts, solventless purists, and tourists seeking the very best, the brand could credibly claim leadership in a state hungry for a premium, authentic, grower-led identity.

Visual Identity

With “fire in the desert” as the brand tagline, we wanted the visual identity to hit that feeling right away. The extended and tightly kerned wordmark with added serifs gives the logo a chiseled, premium-rugged vibe. From there, we built a custom flame icon—born from an early “fire flower” sketch—that really carries the heat of the brand. To ground everything in Nevada, we added a simple graphic nod to the red sandstone peaks of Red Rock outside of the city.

The brand’s color palette draws from desert nights and blazing fire, blending deep navy tones with bright, heat-inspired accents. For photography, we developed a “light leak” filter treatment that makes each image feel sun-kissed and slightly overexposed—giving a sense that the visuals themselves are of the desert.

Packaging

Range’s packaging was designed to be clean, bold, and instantly recognizable. As some Nevada brands lean heavily into red, we differentiated with a our navy blue and generous white space, using silver and red as accents.

The POS display with 3D printed logo riser holds the physical product up, elevating it and helping it stand out on shelf.

See More CASE STUDIES

WORKING ON A PROJECT?

Get in Touch