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 fairly affluent, yet 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.