Buying weed made delightfully simple.

For the average consumer, cannabis can feel far too complicated these days; an almost endless array of products, brands and stores, and changing all the time. It’s somewhat ironic that shopping for a product to help you relax can make you feel perplexed and intimidated. Enter Fire & Flower. 

As an established and rapidly-growing retailer, they needed an updated brand identity that stood out in a crowded field, while retaining the equity they’d worked so hard to build (in short: don’t change the logo). 

We established a new positioning and design system built around the notion of 'delightfully simple', which supported key elements of who they are: their knowledgable store staff ('cannistas'); their tech capabilities (which make for a streamlined and user-friendly online purchase experience;) and mission to make buying cannabis democratic and enjoyable for everyone.