de mart Juan Cifuentes



de mart Juan Cifuentes







de mart Juan Cifuentes







de mart Juan Cifuentes



de mart Juan Cifuentes



de mart Juan Cifuentes






de mart Juan Cifuentes
de mart Juan Cifuentes





de mart Juan Cifuentes
 

de mart
Marijuana Re-branding
your dining experience: enhanced

Project by:
Juan Cifuentes, Jack Curry, Patrick Dougherty, Spenser Garden, and Baktaash Sorkhabi

Based on the current marijuana legalization propositions around the U.S., we created de mart. An enhanced cuisine restaurant/take out that serves THC-infused products in an atmosphere that is whimsical, novel, refined, and colorful.
Our concepting led us to the Dutch flower market—a venue full of vibrant and eclectic smells and sights to enhance the mind and senses. From this concept we derived an abstract geometric flower petal, as well as an array of bold colors which we would utilize. Using these elements in harmony, we would create a brand that is eclectic and astounding.

Packaging
In order to more effectively market our product, we created a potency system that would inform consumers of the intensity of the goods that they would be buying. We divided our system into two classes, each one relating to a specific category of cannabis: Sun and Shade. Sun denotes cannabis sativa, which produces a lively, vibrant feeling, while Shade indicates cannabis indica, a strain that engenders a sense of calm and tranquility. These two categories are further divided into three potency levels: light bloom, semi bloom, and full bloom, indicating modest, medium, and high potency levels, respectively.
Keeping with the concept of enhancing, we wanted our packaging to be objects that would be surprising and delightful to the customer once they got it in their home. To achieve this, we used the idea of the bloom. Our packages would be vibrant—but rather unassuming—while closed. However, upon opening the package would reveal a vibrant and bold interior; both states being akin to a flower before and after blooming.

Area Design
As an eatery we felt that the design of the physical space itself would be most reflective of our concept. Located in downtown Los Angeles—an area of fantastic architectural diversity—we would use a pre-existing building so as to be a good neighbor to the surrounding spaces. In this way, our space would be organic to the architectural vernacular of the city, as opposed to attempting to create an entire structure from the ground up. The exterior of the building would distinguish itself with the use of geometric, colored glass in multiple layers, as well as vivid planters and signage. This juxtaposition of old and new would serve to speak to the eclectic nature of the de mart brand.

Interaction Design and Advertising
As an unconventional space, we felt that we had a lot of freedom to break from the normal paper-bound-in-leather approach of menu design and instead opted to design our menu digitally. Not only that, but since de mart is a tapas style eatery, our menu would change weekly—designing digitally would not only enable us to provide an interactive element, but it would also be more sustainable. To that end, each table would be equipped with an iPad with which customers could tap into the de mart experience.




 
       


 
 

"I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world."
Albert Einstein