FIRE & FLOWER

Navigating the world of cannabis had become overwhelmingly complex, with a dizzying variety of products, brands, and ever-evolving options. It's ironic that buying something meant to relax you can be so overwhelming.
 
As an established and rapidly-growing retailer, they needed an updated brand identity that stood out in a crowded field, while retaining the equity they’d worked so hard to build (in short: don’t change the logo).

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We established a new positioning and design system built around the notion of 'delightfully simple', which supported key elements of who they are: their knowledgeable store staff ('cannistas'); their tech capabilities (which make for a streamlined and user-friendly online purchase experience;) and mission to make buying cannabis democratic and enjoyable for everyone.