Noted: New Logo and Identity for Grateful Farms by Ghost
(Est. 2019) "Grateful Farms is an Oklahoma-based boutique cannabis grower and distributor. They provide responsibly grown plants utilizing modern cultivation techniques with exquisite attention to detail. They intentionally select the finest genetics, providing a safe and sustainable product to the organic-minded, conscious consumer."
Ghost (Oklahoma City, OK)
Ghost project page
For inspiration, the client told us they liked Grateful Dead - a lot - but they didn’t want anything to be too on-the-nose, and they wanted to convey feelings and attract customers similar to an organic grocer or craft brewery.
The team created a custom icon - a slightly abstracted marijuana leaf - that was built to form a pattern sequence for textures and backgrounds. Type treatments and letterforms were modified to add some ownership and distinction to the word mark.
The tagline, “Just a little sweetness, just a little light,” is a Grateful Dead lyric that we thought accurately represented the brand and gave a hint of whimsy and playfulness to it. An alternate tagline, “Good Ol’ Grateful Farms,” resembles a phrase often seen on Grateful Dead merchandise and feels in line with the neighborly, good-hearted ethos of the brand. Our expanded color scheme adds muted, earthy tones to contrast the simpler primary green and provides an advanced roadmap for how we’ll distinguish new strains the company will roll out in the future.
Images (opinion after)
Based on the project description and the client’s brief — Grateful Dead + organic grocer + craft brewery — this is almost too perfectly on cue, mixing in all those references into a simple, comfortable, identity for a cannabis producer in a more conservative market — Oklahoma ain’t California. The wordmark has some fun flair to it and gets to the psychedelic vibes of the Grateful Dead while the icon and muted colors hit on the organic grocer feels and the badges look like something you would find on the Instagram account of a craft brewer. Everything is done quite nicely — the icon pattern and badges are great — but there is a general feeling that this already exists for another cannabis company… or another organic grocer… or another craft brewer. Overall, though, appropriate and pleasing.