Find Your Sweet Spot

Telegrafik partnered with Kiva to evolve the popular California-based Camino brand for national growth – refining the strategy, transitioning from the market-specific “A California State of Mind” tagline to the more expansive “Find Your Sweet Spot,” and building a cohesive system to guide the brand across formats and markets. As Camino expanded beyond traditional gummies into new products like Camino Chews, our role was to ensure the brand scaled with clarity and consistency, maintaining its effect-driven positioning while adapting to new product experiences. From brand guidelines to launch creative, we helped shape a system designed to flex, connecting product, messaging, and design into a unified, high-performing whole.

We brought that strategy to life through a bold, illustrative campaign built around a custom, hand-lettered and art-directed world. A vibrant, whimsical landscape, rooted in flavor, mood, and movement, became the visual centerpiece for the Camino Chews launch, extending across retail, sales materials, advertising, and merchandise. Every element was designed to feel immersive, expressive, and distinctly Camino, translating product attributes into a rich, visual story. The result is a scalable brand experience that has helped support Camino’s successful expansion from California into key markets across the country while reinforcing its position as one of the leading brands in the cannabis gummies category. Today, Camino products are available in 15 states and counting, continuing to lead the way for effect-driven edibles in the legal cannabis market.