American Baked Co. is a Washington-based, low-dose edibles company that makes people feel at ease and encourages responsibility with the product. By referencing a traditional bakery aesthetic, Hum developed a new kind of cannabis brand: one that feels familiar and safe, and welcomes a new, cautious audience.

Typographic icons paired with photography by Armstrong Pitts make safety and dosing messaging approachable and easy to understand, and highlight American Baked Co.’s commitment to the finest ingredients. Hum’s distinctive branding quickly differentiated and elevated American Baked Co. in the burgeoning cannabis market, and contributed to a successful product launch. American Baked Co. products are available in cannabis stores spanning the greater Seattle area.