Matt Rice

Ganiyan

Pipe Dreams

Ganiyan looked to 20|20 Creative Group to develop a company brand identity, as well as one for I•Fel, a quirky device meant to make the traditional smoking ritual approachable to new and casual cannabis users. I took point as the lead designer of the logo and visual identity.

Identifying the audience as "affluent-casual" and new the cannabis world, we took cues from brands like Nespresso to create something sophisticated, yet approachable. While a more casual written voice kept things grounded, the contemporary type palette, muted, smoky marble textures, gold foil, and minimal bud monogram lent exactly the high-end feel that we envisioned.