“Icon Magazine asked us to create a ‘Rethink’ for Issue 122: Future 50. We chose to address marijuana. ‘Rethink’ is a one page feature where Icon asks graphic designers to redesign something they think needs updating, has been poorly designed, or relates to a problem in need of solving. Marijuana was in the news, it was about to be legalized in our home state of Colorado, and as a consumer product it was in much need of a new identity, brand, and packaging overhaul.
Laurenz Brunner’s LL Circular was the typeface selected to support the identity for its contemporariness, ‘unmistakable character and universal appeal’.”