Cal Verde Naturals

An intentional synthesis of new branding, and imagery

Cal Verde Naturals is a Massachusetts-based woman-owned and operated recreational cannabis dispensary committed to providing a best-in-class retail experience to its customers. The company is focused on bringing awareness to the wellness benefits of cannabis and de-stigmatizing the use of marijuana for responsible adults, including parents and business professionals like CEO/Founder Kelly Tomasello and COO Emma Thurston.

The team at Cal Verde came to us during the early stages of brand formation. The three clear and concise pillars to begin forming their brand; a name, a passion for connecting with their community, and a desire to advocate for the industry. Cal Verde specifically sought the help of Cannabis Creative Group because of what Founder Kelly Tomasello described as,

The Cal Verde team needed full branding which included a logo, icons, fonts, colors, and messaging. They also needed a website to showcase the brand identity, and provide online ordering capabilities for customers.

Opening Cal Verde dispensary has been a project years in the making and we were committed to getting it right. The overall presentation needed to be approachable but professional. Cal Verde is the first recreational dispensary to open in Belmont, so the brand not only carries the weight of its own success, but also sets the standard for the recreational cannabis market in the area.

Our graphic designers determined the thin lines of the existing “nutraface tilting” font could take on a whole new feel using a sophisticated shiny gold color to stand out against a darker, elegant and calming background. Strategically chosen, the dark, seafoam green background plays off of “verde” which is the spanish word for green. The results were outstanding and we are obsessed with how well this beautiful branding transitioned to the website.

Web Design and Development

Our web development and design teams were able to convey the overall vibe of Cal Verde Naturals on the website with a purposeful synthesis of new branding, imagery, and functional messaging. The sophisticated colors and font blended with the calming southern California beach imagery and gold highlights to make the site readable and inviting. Layers of mountains and waves hide behind the text to give the site depth and break up content, while providing a serene natural feel to the overall brand.

User-flow was a crucial component to this website build. Potential customers needed to be able to easily access all information, most importantly, the dispensary menu. Customers seeking the wellness benefits of cannabis can now review products on the Cal Verde site and order ahead as permitted by the Massachusetts Cannabis Control Commission.


An existing ordinance regarding cannabis delivery restricts Belmont consumers to the ages of 25 and above, which is older than the standard 21 and above established in the state-wide statute. A classy (rather than obnoxious) age gate was implemented for users landing on the homepage.


We thoroughly enjoyed working on this project look forward to watching Cal Verde Naturals expand throughout Massachusetts, opening additional dispensaries as intended. We are proud to be part of the process.

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