Youngblood Farms + YBF Culture Apparel APP

Project Overview

Youngblood Farms, a well-established marijuana cultivation and distribution company, sought to diversify its brand by entering the apparel market. The goal was to build a lifestyle brand, YBF Culture, which would offer clothing like T-shirts, hats, and sweatshirts that resonate with cannabis culture. This new branch would appeal to both Youngblood Farms' existing customers and a broader audience who identify with modern streetwear trends and marijuana culture.

My Role

Branding Strategy
Market Research
User Research
Logo Design
Apparel Design (T-shirts, Hats, Sweatshirts)
Social Media and Digital Marketing Strategy
Packaging and Merchandise Presentation

Problem

While Youngblood Farms is known for its high-quality cannabis products, they lacked a solid presence outside the agricultural space. The company wanted to connect more with its customer base through a lifestyle brand that represents marijuana culture, but they didn’t have a defined strategy for expanding into fashion.

The challenge was to create a cohesive brand that didn’t overshadow the primary business but introduced YBF Culture as a separate identity that complements the existing brand.

Key Drivers

To drive the success of YBF Culture, we focused on the following key areas:

Brand Alignment: Ensuring the new apparel line maintains the values and aesthetics of Youngblood Farms while introducing a fresh, bold look that appeals to a younger, fashion-conscious demographic.
Cultural Relevance: Tapping into the growing market for marijuana lifestyle brands by creating a collection of streetwear-inspired apparel that appeals to a broader audience beyond cannabis users.
Marketing Synergy: Integrating YBF Culture into Youngblood Farms' existing marketing channels, including social media and influencer marketing, while keeping them distinct enough to allow both brands to grow independently.

User Research

To understand the target audience's needs and preferences, we used several research techniques:

METHOD #1: CUSTOMER SURVEYS + FOCUS GROUPS
We conducted surveys with existing Youngblood Farms customers and focus groups with potential consumers to identify clothing styles, preferred materials, and what the brand meant to them.
METHOD #2: COMPETITOR ANALYSIS
We analyzed popular cannabis lifestyle brands and streetwear companies to see what worked and where the market had gaps.

Synthesis: Journey Mapping

Using insights from our research, we mapped out the customer journey for YBF Culture, focusing on key touchpoints:

Brand Discovery: Social media or Youngblood Farms' website.
Product Browsing: Intuitive and visually appealing online shopping.
Post-Purchase Experience: High-quality packaging, exclusive offers, and social media engagement.

Conclusion

Youngblood Farms is expanding its footprint in the lifestyle and fashion industry with YBF Culture, offering customers more than just marijuana products but a way to express their identity and connection to the culture. By integrating cultural relevance with quality apparel, YBF Culture is poised to become a key player in both the cannabis and streetwear markets.