Green Soul is a Boston-based cannabis cultivation facility, dispensary and lifestyle brand. They needed a distinct visual tone-of-voice that played up the gritty side of Cambridge, MA where the company’s founder grew up and became a scholar of the game. The final Green Soul identity has an edgy and soulful vibe that embodies a realness while maintaining approachability. The branding includes a distinct, hand-drawn wordmark, crafted illustrations and brand guidelines complete with lifestyle and product photography direction.