High Tide’s energetic identity for Miss Grass is filled with function, class and cannabis
Designed with the modern cannabis user in mind, Miss Grass is a women’s lifestyle brand with a specific goal. That is, to normalise the consumption of weed. Achieved through an educational editorial platform that inspires its audience through cannabis facts on science, history, culture and the best products to use, its ethos is at once heightened by a fresh brand identity designed by High Tide.
Co-founded by Danny Miller, High Tide’s first steps were to ensure that the identity displayed a modern, classic typeface to reinstate Miss Grass’ informative stance on editorial. This led to the chosen typeface of Domaine by Klim Type Foundry, which sits alongside the supporting typeface of Suisse Int’l by Swiss Typefaces – a “highly functional, contemporary and legible” typeface, says Miller, that complements Domaine with great finesse.
A mix of serif and sans typographic moments, Suisse Int’l effortlessly adds a simplistic tone to the more “information-heavy moments within the brand,” he continues, like that of the body copy and fine print found on the site. This means that High Tide’s expertise in cannabis content is not only easier to absorb, it evokes a sense of joy as you meander through its artfully curated selection of words, illustration, photography and colour.
As a whole, the project is a collaboration between both High Tide and Miss Grass’ internal team. This meant that Miss Grass headed the illustration commissions, paving the way for an apt choice in flat illustration style chosen to complement the photography and art direction. “It helped to provide further dimension and add another layer to an already expressive and eclectic identity,” Miller says, where terracotta tones and primary colours collide in a harmonious palette.
An intentional mix of “elegant neutrals” that come heavily paired with more “poppy, vibrant colours”, the palette, in this sense, evokes a sense of contrast that works surprisingly well. This was, in part, due to the High Tide’s decision to opt for a more varied selection of hues. “We wanted the palette to be diverse enough so that certain aspects of the brand could feel classic and timeless,” says Miller, “while also having the freedom to reflect the more youthful and vibrant side of the brand.” This led to the medley of “subdued” and “energetic” colours that inadvertently gave the team plenty of wiggle room to express the content in a wider context, like that of women smoking in various scenes and scenarios.
The end result is a fresh display of editorial design that sends its audience on a bountiful journey through a wide mix of outputs – from artfully curated illustration and candid photography, right through to weed-themed motifs and figures, as well as functional, legible typefaces to boot.