Kushu Foundation

Brand Positioning, Visual Identity, and Brand Standards

Jan 2023 

Kushu is a brand designed for the quietly curious—those exploring cannabis not as a trend, but as a path toward wellness, knowledge, and cultural understanding.

Working closely with the founder, IS Design Labs shaped Kushu’s strategic positioning around the idea of “learning without stigma.” At the heart of the brand is a commitment to education, clarity, and culturally relevant content—especially for Chinese-Canadian communities navigating intergenerational conversations around cannabis.

The name itself—Kushu—emerged from a collaborative naming process led by IS Design Labs. Combining “kush,” a nod to the plant, with “shu,” the Chinese word for book, the chosen name reflects the brand’s dual focus: cannabis knowledge and cultural resonance.

The visual identity plays with contrasts: modern, but compassionate; structured, yet gentle. The elegant serif wordmarkis softened by subtle symbolism—a cradled “u” evoking care and nurturance. A mahjong tile-inspired icon, complete with a sprouting plant and whimsical “k,” connects the brand to both tradition and discovery.

Naming & Visual Identity

The name Full Expression captures the very essence of what we set out to achieve—the complete realization of the cannabis plant’s potential. It’s about bringing forth the best that the plant has to offer, from trichomes to aroma, in a way that’s richer and more elevated than ever before. The name signifies the commitment to unlocking the full spectrum of what cannabis can be.
A warm, herbal-inspired palette balances curiosity and trust: cantaloupe and terracotta for creativity and approachability, grounded by tranquil tones of sage and dark teal.

Beyond the logo, we extended the identity across blog graphics, educational tiles, and brand expressions for digital channels—always keeping cultural nuance, accessibility, and trust at the forefront.

Kushu is a gentle invitation into a deeper conversation—where cannabis is not just a product, but a practice of connection, learning, and self-trust.