In the brand strategy process, I wrote an ethos statement that became the driving force of the process. “Grateful Farms is deeply committed to providing a safe, sustainable and organic cannabis experience to the conscious consumer.”

J.D. created a custom mark — a modernist exploration of cannabis — that was later expanded as a pattern. For the wordmark, we landed on Bianco Serif, but I felt like the f in Bianco just wasn't quite communicating the organic / craft personality that we needed to inject. I ultimately suggested modifying the f to have a quirky ascension into the top arm, referencing old market sign-painting. This modicfication brought the word mark into more harmony with the tense curves in the mark itself, creating more comfortable lockups.

Ultimately the Motion treatment revealed itself to be the most prudent place to interject a bit of love for The Grateful Dead. I created custom low-contrast, brand color fractals that could be used as backgrounds for messaging / communication and logos in video intros. The stills from these motion treatments were used as patterns for some of the branded print items.