GOAT

GOAT is a Los Angeles-based cannabis company specializing in uniquely flavored strains and premium-quality flower. Established in 2022, they are now undergoing a brand redesign to introduce innovative cannabis-growing technology and an exciting new range of flavors to the market.

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Challenge

GOAT needed a brand identity that conveyed its premium quality and refined appeal. The challenge was to create a design that balanced minimalism and sophistication, with a restrained color palette to attract customers who value simplicity, quality, and a high-end lifestyle.

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Goal

To craft a brand identity that embodies GOAT's vision of revolutionizing the cannabis industry. This involved moving away from the "noisy" graphics, excessive color schemes, and psychedelic-inspired illustrations commonly associated with the market, in favor of a clean, modern, and focused design approach.

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Solution

The logotype and mark were designed with a minimalistic approach and a "handcrafted" aesthetic to reflect the brand’s premium quality and artisanal cannabis flower. A hand-drawn style typeface was selected for the logo, complemented by additional handcrafted-looking typefaces used throughout the rest of the identity. The design features a monochromatic color palette (Black, White, Opaque) as part of the brand’s cohesive visual system:

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Black: Dominant color for Sativa strains, emphasizing their distinct identity within the product line.

White: Dominant color for Indica strains, reflecting their calming essence.

Opaque: Dominant color/look for Hybrid strains, offering a balanced and versatile aesthetic.

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This structured color system ensures clear differentiation between strains while maintaining GOAT’s premium and cohesive brand identity. Over time, customers will become accustomed to the color-coded visual system, enabling them to effortlessly select products based on color association, without needing to look for strain type on the packaging.

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