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Client passed on this concept... I have really like brands that are not 100% locked down to one logo/mark. I think the flexibility of this identity is important due the stigma attached to this industry and the ability to subdue the fact that it is marijuana based. The thought behind this is highlight the brand as a cultivator of a botanical plant from mother earth. It is to fit in the family of brands like a wholefoods, sprouts, or kashi.
L or F like