Navarra.is’ intense and fiery identity for Glaze opposes the typical tropes of ‘stoner brands’
Berlin-based cannabis company Glaze is a high-end purveyor of smoking accessories operating at the forefront of the industry’s ever-evolving scene. In need of an identity that would mirror the exciting trajectory and pioneering spirit of the brand, as well as translate the legitimacy and trustworthiness at Glaze’s core, they turned to fellow Berliners and communications studio Navarra.is to achieve as much; resulting in an identity that is inescapably striking and undeniably slick.
Keeping this dual sense of play and precision at the heart of the design, Navarra.is’ typographic identity stands opposed to the clichés of ‘stoner brands,’ and instead cultivates the fashion and contemporary art background that the company has to drive the visual language. Coupling Arial’s neutrality and utility with a beautiful bespoke black grotesk wordmark, the brand doesn’t pull any punches, grabbing and holding on to the attention of its audience – all while balancing a semi-pharmaceutical tone of voice with a contemporary attitude.
“As we wanted to create a timeless but gritty product we went for what some would call an American modernist approach,” Creative Director Kirill Borisov explains, using Sharp Type’s Sharp Grotesk as a basis. “Organic ink traps and generally exaggerated features served as a reference to the organic shape of smoke,” he adds, capturing a vivid, fiery presence with the typography.
This fiery grounding is also translated through Glaze’s stark colour palette, with the studio opting for a signature red spot colour. “It symbolises fire, however silly that may sound,” Borisov explains. “In terms of practicality we wanted the colour to be intense, cinematic and contrast well with both white and black,” he concludes, cementing the intensity of Navarra.is’ comprehensive identity, as well as the power of skill and simplicity in tandem.