HIER (pronounced ‘higher’) is a classroom-developed cannabis brand inspired by the dance of smoke. The subtle gradients, swirling letterforms, and surreal imagery are informed by the often fuzzy nature of cannabis, where the world becomes mellow and visually stimulating. Another fun fact: the brand name needed to include the designer’s initials — in this case, H.I.E.

I surveyed the U.S. cannabis market including legislation, market opportunity, user demographics, competitive analysis, brand distinctions, value propositions, and concept direction.