CREDITS

Illustration, Dave Stevenson

Proper Herb Company is a true family-owned business with a long-standing reputation for cultivating some of the most premium cannabis in California. As one of the few licensed Cannabis cultivator located within the city limits of Santa Cruz–one of the original hubs of both counter culture and cannabis–it was imperative to capture that sense of place and heritage with the branding. A tarot card-inspired logo was created featuring the sun and ocean to represent the connection of the cannabis plant to the elements. The resulting tone positions the brand as youthful, bohemian and uniquely connected to the persona of Santa Cruz proper.

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