It all Started in a Small House in Illinois…

Within the region Grassroots had cultivated a reputation for delivering exceptional craft cannabis. Poised for a nationwide launch, its visual identity and brand essence failed to forge connections with untapped audiences. the brand demanded a comprehensive redesign, accompanied by a compelling narrative, communication strategy and identity to effectively introduce the brand to a broader community.

Challenging Convention

Thanks to the West Coast’s early embrace of cannabis legalization, successful brands there set a trend for a distinct visual vernacular. The aesthetic typically combines laid-back West Coast vibes with inspiration from Southwest folk art or hippie-dippie illustrations. As Cannabis legalization gained momentum across the U.S., the imperative to establish Grassroots with a distinctive and recognizable brand perspective became paramount for sustained success in the evolving landscape.

Confidence Comes from Knowing Yourself

In transforming the Grassroots community’s perception, we identified a shared ethos among Millennial and Gen Xers—an appreciation for brands embodying honesty, transparency, and a focus on product quality. Recognizing Grassroots’ inherent alignment with these values, our approach centered on refining the brand’s communication and instilling a sense of confidence.

The journey led us paradoxically back to our origins—both in narrative and region—the Midwest. Here, we unearthed a trove of inspiration, providing a solid foundation for the brand’s reconstruction.

Drawing from the rich design legacy of mid-century modern “Chicago-style”, we embraced an enduring midwest aesthetic heavily adopted from the 1960s onward. This era witnessed the prevalence of international sans-serif typography and bold, stroked symbols, principles we seamlessly integrated into our brand identity and iconography. The symbol, not merely a mark but a visual narrative of Grassroots’ history—crafted within a home, cultivating plants, and deeply rooted in the community.

Naturalist at its core, the brand’s commitment to the craft of cannabis, and its best-in-class strains & genetics found expression through an earth-toned color palette inspired by nature.

Building upon the Chicago-style foundation, we delved into the artistic and humanistic design language of the city’s Jazz scene. This infusion of creative energy is evident in our refined layout system, thoughtfully structured design quadrants, and harmonious typographic rhythm, elevating Grassroots to embody a distinct touch of artfulness and expression.