Rebrand and art direction for Flowr—a Canadian cannabis producer wanting to stand out against the sea of brands with tired weed tropes and stoner clichés.

Amsterdam-based design agency, Zerotrillion, came to me to help concept and create a brand refresh that is not only consistent with Flowr’s original heritage, but also aligned with the lives of the modern, recreational cannabis user.

In response, taking a twist on Flowr’s original identity—creating a logotype that was bold and sophisticated (with a hint of edge). The use of the soft gradient and balancing shapes symbolically reference the journey of cannabis throughout the body and everyday life through phases, unifying Flowr’s new positioning of encouraging the lifestyle of cannabis being a key component to the consumer’s everyday productivity and creativity.