Green Thumb Industries promotes well-being through the power of cannabis. With a belief in the plant's ability to improve health, happiness, and comfort, they are powering a profound shift in the industry through their family of brands and retail experiences. Every element of the brand ties back to the core brand promise of well-being — using subtle hand-drawn elements, warm, earthy colors, straightforward photography, and humanist typography. The logo was designed with a dual meaning; symbolic of their namesake and their heritage of cannabis cultivation.

The New Company
Matt Luckhurst, ECD
Will Geddes, Design Director
Maria Vaquero, Design Lead
Andreas Pranoto, Alex Khomyakov, Designers
Hanna La Salvia, Photography