Rise is a cannabis retail brand owned by Green Thumb Industries, operating dispensaries across the United States. The brand’s visual identity was refreshed in 2023, ahead of its seventh anniversary, in partnership with the global design firm Turner Duckworth and the creative agency Brand Bureau.[1]
Design and History
Rise unveiled its revitalized brand identity in August 2023, with the refresh completed by Turner Duckworth alongside Brand Bureau, which handled the interior design of the prototype store.[1] The redesign was motivated by the brand’s ambition to lead the movement to democratize cannabis access, and the need for an identity that reflected that purpose.[2]
Turner Duckworth’s work was inspired by the upward momentum of the cannabis industry rising into the dawn of a new day.[1] The design studio created a bird-centric brand mark that embodies the healing and transformative qualities of cannabis.[2]
Meaning and Symbolism
The RISE brand mark depicts a bird of freedom, movement, and positivity, rising upwards with wings proudly open and head looking forwards, while still being grounded in the plant and nature.[2] The bird was designed to both empower and enlighten, capturing the healing and transformative qualities of cannabis.[2]
The brand mark is accompanied by a bold, vibrant color palette inspired by the cannabis plant and its products, along with a raw, textural, and imperfect aesthetic that is disruptive and irreverent.[2] Both the illustrative and photographic style is inspired by the rays in the RISE icon, resulting in a bright, optimistic, and empowering aesthetic that incorporates natural sunlight casting long shadows.[2]
Typography and Design
The brand mark and identity were designed to be flexible and adaptable, allowing RISE to appeal to a broad range of adults, from medical to adult-use patients and customers, while also overcoming challenges related to various state regulations.[2] The plant inspired the RISE illustration style, which feels natural, bold, layered, textural, and produced by hand.[1]
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