Elevation Cannabis, the largest network of dispensaries in California, approached us to help launch an affordable, high-quality cannabis brand. We settled on the name Picnic, and devised a brand identity for a breezy-afternoon-in-the-park kind of good time for everyone.

The cornerstone of the look are rich, colorful, swirling gradients applied in oversized graphic icons that embody the various flavors, strains, and products. We paired these with warped and off-kilter typographic flourishes, paying homage to the much-caricatured psychedelic haze. Yet the visual vocabulary remains anchored in a clean white canvas with crisp, well-placed type.

The woozy, juvenile fun aims to break from the mold of the private equity-driven Apple-fication that plagued the nascent legal cannabis industry. On the other hand, we maintain an approachable, cleanly legibility that denounces the scummy, hemp-poncho-hoodie legacy left behind by stoners of yore.