Taking on the rebranding challenge of the largest brand in the SLANG portfolio was daunting enough as is. From the beginning, our goal was to show the evolution of the brand, just like how our products have evolved as well. The original O.penVAPE "O" was what it looked like when peering down the duckbill mouthpiece of the very first cartridge. So it was only right that since moving into a more barrell-esque mouthpiece that we should take inspiration from the original. A major ask from the sales and marketing team was to try and keep true to the original logo by playing the silhouette into the new design. Finally, the aha moment - we wondered what the silhouette would look like inside the new mouthpiece and voila. The perfect evolution of the logo was born. Dropping 'vape' from the original brand name was also a major ask. After the negative press over the past few years, it was only right (and mature) to drop that word and simplify our brand name from O.penVAPE to o.pen.
After the rebrand had been in the market for 3 months, we began receiving the sales numbers. Needless to say (but I'm going to say it anyways) I was ECSTATIC. Normally I would love to see a 3-5% increase in sales immediately after a rebrand, but 30% almost knocked me off my bouncing ball chair. Dispensary owners, managers, budtenders, and customers went crazy over the rebrand and the positive comments flooded in. As if that wasn't enough to be proud about, the company CEO and leadership teams continued to laud the update as their favorite of all time.
