I worked with the founder of a cannabis grower to design a brand for his company.
The goal was to take his name Resinate and create a trustworthy brand.
My initial versions focussed on the “r”, and in later versions I looked at emphasizing the “i” to emphasize the difference between the word resonate and resinate.
I tried to initially avoid tropes in cannabis branding (leaves, and the color green). However, with experimentation (blues, oranges, and purple), and taking my stakeholder’s input and preferences into consideration, ultimately landed back on green.
After looking at many fonts, I ultimately chose Comfortaa as it felt friendly, and it looked as though it could exist in a medicinal context. Flattening the bottom of the text gave it a more serious tone.
The smaller leaf was added to the “r” later to represent a female cannabis plant, which produces the flowers that are consumed.