Initially, the brief included working an organic texture into the logo. After some research and a couple attempts to deliver on the request, I concluded that the complexity didn’t align well with the vibe the THCA team was going for and we needed to pivot. Still wanting to make good on the idea, it dawned on me that a custom brush may be the solution.

This was new territory for me but after presenting it to the team, they were sold. The addition of a custom brush not only scratched their initial itch to add an organic element to the identity, it also provided them with a tool that they could easily leverage across current and future products, as well as marketing materials.

Along with the brush itself, I provided a neat ‘How-to’ document that detailed taking the brush from an outline to a filled design element. The team immediately made use of the brush and applied it to their first offering from the Easy Greens line, dime bags.