In 2018, 7 Points opened the doors to their newly renovated facility, a formerly abandoned citrus packing house originally used by Sunkist, and converted the existing cold storage areas into state of the art cultivation rooms. By 2019, their first harvest was cut down, cured, packaged and shipped out to dispensaries across California.

Our team saw a unique opportunity to lean into the facility’s background and surrounding area when approaching the brand identity. In a crowded market filled with copy and paste concepts, we took a different approach by creating a sophisticated and minimal design that relied heavily on telling a story of the region's rich history in agriculture. The decision to then center the brand’s look on one thing was easy - locally grown oranges.

Once the brand look was settled we moved into packaging design. With an abundance of the same products lining shelves in dispensaries and menus of delivery services, we knew it was critical to help 7 Points stand out amongst the rest through good design. We took a simple approach and allowed the brand’s logo and unique color of orange to do most of the talking.

This look and feel was applied to 10 different products that have been sold across California. With the target audience in mind, we successfully appealed to those looking for an alternative to the commonly used loud style often seen in the market and put 7 Points in their own visual category.

As the years went on and trends evolved, the 7 Points style stayed true to its objective of being a truly iconic brand with minimal changes made to the logo, typography and use of imagery. Minute.tech’s involvement in the company’s design is considered a successful partnership that helped lead to a widespread awareness of thousands of happy customers.