Space Cadet Process Manual

1Space Cadet Process Manual \\

SPACE CADETMarijuana

2 \\ Space Cadet Process Manual


Table of Contents

Our Mission

Life on Earth

Origin Story

Concept: Get High

Current Lifeforms

3, 2, 1, All Engines Running

Exploration

We Have Liftoff

Graphic Standards

Flight Simulations

Mission Report

Established Connection

Mission Approved

Extravehicular Design

04

24

06

25

07

29

08

30

12

09

31

20

10

23


The Mission

Space Cadet Marijuana is a medical marijuana dispensary service that serves to provide high quality medicine to subscribers’ homes. We realize the social stigma that plagues marijuana as an illegal substance, however, we are striving to educate and provide new and current marijuana users of its medicinal benefits. Space Cadet embraces adventure in the form of an astronaut for its approachable and friendly aesthetic that encourages users to interact with our brand. By moving away from current trends of focusing on the iconic marijuana leaf that is prevalent with our competitors, we bring a fresh and exciting visual to the market.

Happy hits,

Bobby ZhangFounder | CEO




Origin Story

Space Cadet Marijuana is a solution to a growing market of medicinal and recreational marijuana in America. Marijuana has been considered an illegal substance by the government and has only recently been legalized within certain states. Traditionally, marijuana has been frowned upon by societal masses and legally denied to many people who would actually benefit from the natural drug. Now, marijuana laws are becoming much more lenient as America approaches complete legalization. This trend is apparent and proven by the many large and lucrative investments that have been flowing into the marijuana-growing market. Space Cadet focuses on the delivery pipeline of marijuana, capitalizing on the recent boom of acceptance and popularity of the drug. We provide a personal delivery solution for marijuana users who are too busy with their daily lives or find it difficult to obtain their necessary medication. The service strives to provide quality medicine with personal customer service.

The space cadet logo mark promotes an approachable and fun brand that people would not initially connect it to marijuana. This is intentional to move the stigma of the drug away from the predetermined societal dictations; Space Cadet instills a feeling of adventure without the risks. Playing with the idea of space travel, the origins of Space Cadet traces back to the futuristic sci-fi cartoons of young space cadets journeying into an unknown world.



Existing Lifeforms

Marijuana delivery is still a young idea that not many companies have taken on and successfully established themselves. The most popular solution currently is Weedmaps. They provide their customers with marijuana deliveries from their local dispensaries on-demand through their website and mobile application. However, they are lacking in their brand and overall design of their front-facing materials. Their aesthetic is reminiscent to logistic companies and is plagued by an unpleasant user experience. Since they are one of the few established services to provide marijuana delivery, they have grown in popularity quickly and expanded to many cities in America. Space Cadet takes advantage of a need that Weedmaps has tapped, but focuses much more on the personal interactions and user experience of the customer.


Exploration

Knowing that I wanted to create a brand around marijuana delivery, I set out to find what I would call my service. Many potential names came to mind; the marijuana culture presents itself in many forms of metaphors and euphemisms. Ideas that tied in with nature came to mind immediately. I felt that too many existing companies try to incorporate marijuana’s natural qualities into their branding; I wanted something original and unheard of. This led to ideas of a mascot. A mascot represents a brand identity with an individual presence and has proven successful for many successful brands, such as Disney’s Mickey Mouse, McDonald’s Ronald Mcdonald, and more recently, Mailchimp’s monkey. Space Cadets, known for their youthful curiosity for adventure, was perfect. This would appeal to a large market of users, typically in their late 20s - early 30s, as an approachable and fun brand.


Flight Simulations



With a name decided, I moved on to focus on imagery that directly connected with space. Space Cadet Marijuana is intended to promote marijuana culture and to educate non-users of its benefits. I purposefully avoided using the iconic marijuana leaf anywhere in the branding because the intention was for Space Cadet to standalone and be an identification to marijuana as a service. I explored further with rockets blasting off into space and how different ways of presenting the mark could be used for a marijuana delivery service. This included using appropriate colors, which I wanted to represent the cold world of outer space but also somehow tie into the natural qualities of marijuana.

10 \\ Space Cadet Process Manual 10 \\ Space Cadet Process Manual


Mission Approved


The space cadet logo is inspired by the clean and modern line style that is easily distinguishable and friendly in nature. The logo style is also easily translatable through many marketing mediums and also Space Cadet’s web presence with icons and patterns. The main attributes that Space Cadet follows are its approachable and recreational aesthetic, as well as its sci-fi color palette.

By staying away from typical marijuana branding, such as rastafarian color palettes and marijuana leaf spinoffs, Space Cadet is an unassuming brand that relies on its aesthetic as a strong motivator for initial customer appeal. Space Cadet plays on the idea of being so high that you’re out of this world as well as the zero-gravity feeling of being in space, as if you’re flying. The brand could easily have reverted back to a smoking pipe or a rocket ship blowing smoke, but the imagery didn’t seem appropriate.

We are ready for takeoff.


Space Cadet Marijuana’s brand relies on its typography as it does on

its mark. While the mark consists entirely of simple lines to create

an astronaut, the typographic style of the brand is also similar in

construction where its lines create large spaces between each other.

The typeface Venera, created by Joe Prince, was chosen for its sci-fi

aesthetic. This font ties in well with Space Cadet’s space theme and

also allows customers to easily make the connection with the sci-fi

genre as popular entertainment. Venera’s futuristic qualities fits well

with the entire idea behind Space Cadet and whould not be altered in

any way outside of the set guidelines.

Logo Typography Venera 900

Venera 500

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?




Print Typography

It makes sense that the typography for print should follow the

futuristic sci-fi aesthetic as the logo typography. This requires a

typeface with a lighter weight that would still be legible in smaller

sizes. Armata is designed by Sorkin Type Co and works well as a body

text font. It retains a futuristic feel as a sans-serif typeface and

maintains its legibility.

Armata exists as a single weight - Regular. It is to be used only in body

text intended for print purposes.

Armata Regular


a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?


Web Typography

As a company intended to exist primarily in a digital context, choosing

optimal web typography is the most crucial for Space Cadet’s brand.

The design requires a typeface that best represents Space Cadet but

still caters to the current market of millennials. With web and screens,

the main concern is how type will be rendered on the many different

screens that currently exists on the market. This meant that a stable

font would be the best option. For that reason, the typeface to use for

all digital media is Montserrat, a Google Fonts typeface designed by

Julieta Ulanovsky.

Montserrat is highly legible as both header and body text. This allows

the brand to consistently use just one font in the digital media to keep

a minimal aesthetic but still convey that Space Cadet is a modern

company in the tech space.

Montserrat Regular


a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?


Color PaletteMain Colors

Secondary Colors

Pantone 547 CCMYK: 85, 50, 38, 61RGB: 9, 56, 70HEX: # 093846

Pantone 7479 CCMYK: 60, 0 , 67, 0RGB: 102, 255, 84HEX: # 66FF54

Pantone 637CCMYK: 71, 4, 10, 0RGB: 74, 245, 230HEX: # 4AF5E6

Pantone 139 CCMYK: 31, 59, 100, 0RGB: 176, 105, 0HEX: # B06900

Pantone 1785 CCMYK: 0, 80, 55, 0RGB: 255, 51, 115HEX: # FF3373

Pantone Black CCMYK: 100,100,100,100RGB: 0, 0, 0HEX: #000000The dark navy and black are Space Cadet’s main colors. They are ideal

for all publications, both print and digital. It conveys the brand’s

dark space theme and also distincts itself from typical medicinal

marijuana brands which play on natural and earthy colors. It is a

modern brand with colors to match.

The secondary colors are intended to create variation within the

brand. Its purpose exists for materials that are not directly marketing

the product, but more so for internal materials or continuous branding

items that would benefit from additional color variations. These

colors are never to be used with each other, but only with solid white

backgrounds.


Proper Usage




Improper Usage


SPACE CADET




Do not rotate the mark

Original logo Black and White logo

Mark can stand on its ownLogo scaled down proportionately

Use white outlines for use against colored backgrounds

Only use approved colors to outline mark

Do not flip the mark

Do not fill in the white space of the mark

Do not place the text on the sides of the mark

Do not stretch the logo



420 Galaxy WaySaturn, SS 42010

Milky Way

SPACE CADET

SPACE CADETMarijuana Founder | CEO

C.

E.

(916) 247-3650

[email protected]

Bobby ZhangP. (916) 420-2470SPACE CADET

Marijuana

420 Galaxy Way

Saturn, SS 42010

Milky Way

P.

C.

(916) 420-2470

(916) 247-3650

spacecadet.io

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent rutrum sem

eu dignissim euismod. Pellentesque turpis tellus, aliquam non blandit eu,

sollicitudin in sapien. Cras urna metus, lobortis non ipsum ac, luctus eleifend

massa. Nulla nec sem ut eros commodo dictum. Nunc eget quam fermentum,

molestie nunc nec, vehicula felis. Integer aliquet rhoncus leo ac luctus. Ut a

mi elit. Morbi quis ultricies nibh. Integer vehicula elit eu magna iaculis

tristique. Ut laoreet porttitor efficitur. Aenean e t elit ultrices, vestibulum

mauris sit amet, finibus j usto. Nullam at odio sem. Etiam tincidunt

ullamcorper pellentesque. Donec vel urna arcu.

Ut et tellus in ligula sodales maximus. Vestibulum nisi quam, interdum id leo

maximus, vestibulum volutpat j usto. Cras fringilla orci nunc, sit amet

maximus urna maximus in. Sed lobortis consectetur odio, a t tincidunt nunc

lobortis vel. Nunc pellentesque euismod orci, rutrum blandit urna maximus

ut. Vivamus volutpat lacus in iaculis aliquet. Vivamus gravida, mauris et

semper laoreet, quam nulla pharetra erat, non efficitur ligula augue fringilla

magna. Mauris sollicitudin m i et turpis suscipit suscipit. In fringilla

malesuada justo, vel iaculis justo malesuada ac. Curabitur ac ultrices dui, nec

commodo nulla. Quisque dictum magna ac sem dictum, e u volutpat ex

aliquet. Pellentesque tempor tempus aliquet. Vestibulum dapibus consequat

lacus.

Nullam eleifend leo sed mattis dignissim. Sed eu tortor e u libero pretium

congue vitae eget lacus. Donec imperdiet ullamcorper faucibus. Proin varius,

turpis sit amet tempor feugiat, libero augue vehicula nulla, et scelerisque

eros erat ultrices neque. Nulla porttitor, nunc in mollis maximus, libero purus

Dear Mary Jane,

Happy hits,

Bobby Zhang

Founder | CEO

Business System


Iconography

All of the icons that will be used and made must follow the same

stroke weight and ratios as the current logo mark. They must also

follow the overall theme of sci-fi and space. Never in any media by

Space Cadet should there be visual representation or references to

the marijuana leaf.

Every Space Cadet affiliated material can be branded with these

line style icons to stay consistent with the brand language, which

continues to promote Space Cadet’s playful aesthetic.

19Space Cadet Process Manual \\ 19Space Cadet Process Manual \\


Established Connection

SPACE CADET

Start Flying

Search for strains

Desktop Website

Space Cadet’s initial customer impression would be online through web and mobile outlets. While web would be used heavily for informational content, it will also carry delivery options and subscriber options. The main function for desktop would be to really show off the design aesthetic of Space Cadet. With clean design and a friendly user experience, Space Cadet reaches over the existing services to provide subscribers with a unique experience online. Customers should not have to filter through annoying advertisements and frustratingly navigate through a site to get quality and convenient medicine. The website is meant as an outlet for subscribers who want to deeply interact with our brand through interactive content. For day-to-day use, which includes setting up a delivery, browsing available strains, and creating subscription deliveries, our mobile app, native to both iOS and Android, would be a better experience.



OG KUSHSativa | Hybrid

Characteristics

Benefits

OG Kush makes up the genetic backbone of West Coast cannabis varieties, but in spite of its ubiquity, its origins remain a debatable mystery. Popular myth maintains that Chemdawg and an indica Hindu Kush parented OG Kush, passing on the distinct “kush” bud structure we see in many strains today. Other theories throw Lemon Thai genetics into the genetic mix, but no one can say for sure how this iconic strain came into existence.

Whatever its true genetics may be, OG Kush is com-monly described as sativa-like in its euphoric and happy effects that combat stress and anxiety. It has an earthy pine scent with woody undertones, an aroma that has become the signature of OG Kush varieties and descendants. With OG Kush, patients most com-

Mobile Application

Request a delivery

Name

Strain

Location

Request

Our mobile application is intended for users to quickly and easily find and order what they want, wherever and whenever, and to safely receive their medicine. By using clean icons and simple UI, the mobile app directs users in a simple manner. The ideal user scenario would be a medical card holder decides that he/she would like to order a known amount of a known strain. By simply selecting their choices through a toggle, users move through step by step to eventually confirm their order. This experience is linear and directed so that users feel that their making intentional and motivated steps every stage of the way. Icons are used to identify characteristics of the particular strain as a visually interesting method of pushing brand identity.






Extravehicular Design

Marijuana has long been packaged as an illegal street drug. This entails plastic bags, cheap plastic containers, and the occasional ziplock bag. With medicinal marijuana, the introduction of pharmaceutical-grade containers became more prevalent. However, none of these options have any design thought in it for the user. The first step to promote the benefits of medicinal marijuana and to create appeal for Space Cadet meant that we needed to rethink the entire packaging process.

We began thinking about the best ways to compartmentalize the containers. There are so many different strains of marijuana available, but no conventional solution to have a variety of strains in a single package. Space Cadet offers multiple strains for one delivery, providing subscribers with the ability to pick and choose.


Corn possesses the ability to stack multiple kernels in a linear form to create an uniform and organized aesthetic. Functionally, it is able to break apart individually while maintaining its original shape. Space Cadet’s interior packaging is inspired by corn in its ability to stack on top of each other to form a single module. Being able to pick any kernel from the ear of corn resembles the ability to pick any strain of marijuana in the stack of six. The convenience and structure provides functionality that is both simple and natural.

The round structures of the kernel is able to parallel another stack of kernels adjacent to itself, creating a very close-knit group of kernels that eventually form the corn. This is inspiring for the exterior packaging’s circular shape that would fit next to each other. Being able to place each Space Cadet package next to each other to form such a tight knit shape is a highly functional feature during delivery, especially when there are more than one subscriber who requires a delivery. It ensures security during transport as well as an efficient use of space in cargo.

Life On Earth



Concept: Get High

The first iteration relied on a tubular module to host two strains of marijuana per tube. The exterior module would also be tubular and would fit up to four tubes of marijuana. This concept ventured closer to a laboratory test-tube aesthetic that really pushed the scientific themes of Space Cadet. Each tube would be clearly labeled with the type of strain, the strain name, and some characteristics that the strain possesses. This is important for the patient because they want to be sure that the strain they are using will help their discomfort or ailment. The tubular design provided a convenient module for patients to pick which strain they wanted, and simply poured the buds out. Each module would be able to hold two separate strains, totalling eight strains per package.

The exterior shell is formed using a basic triangular shaped rolled into itself, creating an intriguing and sharp angular tube structure. This structure forms a half of the whole shell, which by creating an exact replica of the half, can form a perfect seal. This design was inspired by its simplicity and unique versatility; it acts as both a protective packaging during delivery as well as a visual piece of design for the subscriber’s furnishings.


Final


Concept: Get High

sativa | hybrid //

OG Kushindica | hybrid \\

Girl Scout Cookie14.8% THC

2.5% CBD

16.8% THC

2.9% CBD

Euphoria Potent Instant Euphoria Potent Instant

Problems quickly surfaced with the test tube iteration. We found that patients would not be able to easily access their choice strain without having to dig through the four tubes initially, and then dumping out their selection. There was no way to visually gauge how full each tube is without removing it out of the sleeve first. The small radius of the tube also posed a problem for presenting the relevant icons and text at a single glance. A lot of details would be stretched or minimized, ruining the minimal and clean aesthetic. With anything science fiction, it is expected to be perfect and futuristic, and appropriately so.

Moving away from the separate packaging within a single container, we looked at more modular concepts. The problem we wanted to solve was the experience for patients when they needed to access their selection of medicine; this was the major issue with the previous iterations.



3, 2, 1, All Engines Running

For the overall packaging of Space Cadet, we wanted a clean aesthetic that reflected the theme of space very clearly. The exterior packaging would consist of a chrome aluminum that resembles that of solar reflectors on space shuttles. It is also a durable material that is meant to be a housing container for current and future Space Cadet deliveries. The inner packaging consists of six separate plastic containers that are individually labeled for each strain of marijuana. Subscribers are then able to request for individual strain deliveries after their first introduction delivery.

indica | hybrid \\

Girl Scout Cookie14.8% THC

2.5% CBD

sativa | hybrid \\

OG Kush

sativa \\

Sour Diesel

sativa | hybrid \\

Blue Dream

indica \\

Granddaddy Purple

sativa \\

Lemon Haze

16.8% THC

2.9% CBD

19.1% THC

3.4% CBD

12.5% THC

1.4% CBD

21.1% THC

2.1% CBD

19.7% THC

4.1% CBD


Out Of This World

Euphoric

Propulsion

Lit Up

Scanning

Most Popular

Take Flight

Nuclear Power

Solar Storm


Icon Manual

Out of body experiences might be a thing for you.

Space Cadet’s most request strain, provides great relaxation

Relieves pain to the point where you feel like you’re flying

Urge to exert a lot of energy for a prolonged period of time.

Urge to exert a lot of energy for a prolonged period of time.

Removes you from a saddened state, be happy.

A sudden burst of energy, later followed by calm relaxation.

Urge to be social and friendly with friends and strangers, alike.

Inquiring mind and curiosity makes you wonder.

We Have Liftoff

We evolved from the test-tube packaging into this more petri-dish style container due to its ease of access to the medicine. It is much easier to grab what you need, as opposed to dumping out all of the test tube’s contents at once. Through the opaque labels, you are also able to get an idea of how much is left in each container, and whether or not you will need to request a new delivery. These improvements are simple, but they heavily informed the new iteration of designs. Overall, the experience for the patient is much smoother and easier for them to begin medicating.

Accompanying the initial Space Cadet delivery, subscribers receive a Space Cadet Characteristic Manual that identifies and informs them of what all of the specific icons represent within the packaging. This reinforces Space Cadet’s branding while keeping the actual packaging design as minimal as possible. The simplicity of the line style icons creates a fun visual within the packaging but also exists within the brand system for being a distinctive marketing tool for Space Cadet and its brand.



Mission Report

Intro

Space Cadet Marijuana is a branding and packaging design project that strives to provide medicinal marijuana to major metropolitan areas, beginning with San Francisco. This subscription service model provides subscribers with effortless marijuana delivery of high quality strains from anywhere in the city, because people should not have to worry about how they’re going to obtain medicine. This was a single designer, myself’s, project that boasts minimal but thoughtful design for a new consumer market. The design and experience of Space Cadet far exceeds that of what the current competitors are engaging their users with; simple web applications and clean visual aesthetics propel Space Cadet beyond the competition.

Problem Statement

There is no current solution that ties both great customer service with thoughtful design. Marijuana is plagued by governmental disapproval and disparate community opinions, and that is what current competitors continue to project through their user-facing media. Weedmaps is the most prominent presence in the marijuana delivery space, but is bogged down by its design and presentation. Space Cadet’s subscriber market exists within and will eventually go beyond that of Weedmaps based on similar services but an exponentially better experience.

The market for high quality marijuana continues to rise and is being capitalized on by multiple venture capitalists such as Peter Thiel, who have invested millions of dollars in preparation for a boom in the market. Companies such as Grubhub and Eat24 capitalize on delivering food to people who are too busy or too lazy. Space Cadet addresses that similar user as well as patients who are incapable of obtaining quality medicine from their local dispensary. Something as necessary as medicine should not be difficult to obtain; Space Cadet provides quality medicine with instant gratification delivery. With delivery systems, especially



Space Cadet would be an ideal solution for current and new marijuana users.

Objectives

Space Cadet intends to provide cities with a delivery service that connects dispensaries with their current as well as new customers to medicinal marijuana. This gives customers the convenience of having their medicine delivered to their front door, and gives dispensaries the opportunity to expand their customer base. The benefits of Space Cadet is the idea of being able to receive much needed medicine quickly and without effort on the customer’s end. A common aleve of marijuana is its pain-reducing qualities; a customer should not and might not be able to physically obtain their medicine when they would most need it. We would deploy in San Francisco and quickly expand to multiple cities depending on traction.

Methodology

To ensure Space Cadet’s success, we would aggressively advertise in San Francisco to current dispensaries to gather interest. In order to grow Space Cadet, our delivery team must scale accordingly. By accounting for growth, we would expand from San Francisco to other large cities such as Seattle and Los Angeles, focusing on our West Coast growth initially. Other potential markets would be in states where marijuana has been legalized. The process is straight-forward. Subscribers would interact with our web or mobile system to place an order where they would be prompted a delivery time and person. A Space Cadet delivery-person would then be dispatched from the closest dispensary and deliver the medicine to our subscriber. Our ordering system begins with six strains of user’s preference, which then can be individually filled after the first delivery.

Evaluation

Our main approach to measuring our stats and success would be based on revenue. In order to provide our customers with quality service and product, we would need to ensure that both the prices are fair as well as sufficient. Growth would be measured in monthly increments, which then would direct the following month’s process and marketing strategies. Social media marketing strategies would be heavily utilized to promote our online presence, which then would translate into more subscribers based on easy onboarding experiences throughout web and mobile platforms. Web analytics would help detail conversion rates and bounce rates on our site.

Summary

Based on the enjoyable user experience of Space Cadet, it is predicted that people will move away from currently established brands and subscribe to Space Cadet for its convenience and quality service. The minimal design aesthetic propels the brand forwards and serves to create and maintain a brand loyalty for current subscribers. The fun and approachable look paired with the clean and modern feel helps give Space Cadet an unique edge amongst the competitors’ bootstrapped aesthetic. It is unnecessary to continue having a traditional mindset of marijuana as an illegal narcotic when there are huge transitions being made within both governmental and financial spaces. Space Cadet is a leading brand for marijuana delivery and eventually production for major metropolitan areas.


Documents

Space Cadet Process Manual