Bonfire botanical, formerly bonfire cannabis, is a chain of marijuana dispensaries located in Colorado. as their slogan put it, their goal is to "fuel adventure through cannabis. They're known for being the first dispensary issued a Recreational Marijuana License in the USA and having knowledgeable and reliable bud-tenders.

THE CHALLENGE

How might we reinvent bonfire cannabis into a brand that inspiring adults in Colorado reignite the passion to adventure? As the cannabis landscape become more saturated it'll become harder to stay relevant and earn the the attention and loyalty of new customers.

While building the new identity I didn't want to venture too far from the brand's roots. I felt like placing the idea of a campfire at the center of the brand was the best course of action, not only would it pay homage to their past but also allow me to create something new out of its ashes.

THE SOLUTION

The concept I came up with was a simple one; capture the elements associated with a campfire, its shape, and form, the colors of the fire and sky as the sun sets, the grainy texture in your vision as your eyes adjust to the dark, the warmth of the flame and the company you keep blended with the cool air ushered in by night.

The new identity revolves around organic gradients inspired by the scene of a campfire, a vibrant colors color palette, a contemporary typeface that gives the brand a sense of structure and reliability, and last but not definitely not least a striking logo mark with a unique silhouette.