I was asked by a friend who is entering the cannabis industry to conceptualize a brand for his product. Pulling from the street reference of “fire” for high-quality product and combining it with the word “higher”, I created “figher”.

In such a competitive market, I found it best to approach this identity in a modern, flexible fashion with strong color and eye-catching packaging. The identity can evolve into a lifestyle brand beyond the scope of general cannabis users with campaigns revolving around how people “spark their passion” and allowing the products to help them find their “higher purpose”.

Images coming soon.