I was recently tasked with completely re-imagining the branding for a chain of Colorado based cannabis dispensaries. This is the result of that work.

The first stage of the work involved just going to down on a bunch of potential logo lockups. The more the better.

Some of these lockups were made specifically with store signage in mind

These symbol explorations show how I arrived at the final design elements and also how those elements could be expanded upon and used as way-finding for branded in-house cannabis products

Because Colorado is a vertically integrated market, dispensaries are able to sell their own in-house branded of cannabis products so I did some low level exploration work on how this brand system could show up on packaged goods

I imagined this brand as leaning heavily on the active outdoor culture that Colorado is well known for and so a lot of that imagery shows up in the visual expressions of the brand

Whether it be for employees or sold as merchandise, apparel is an important thing to consider for a dispensary

Again, outdoor imagery plays a heavy role in brand communication

Social media is a chief means of communicating with customers for dispensaries and is a great opportunity to reflect the brand language

Here's some of the early exploration work I did before arriving at the final designs. I started with the goal of making the design system feel outdoorsy and took a lot of inspiration from national park insignias and outdoor equipment brands.