Here’s How: In strategy, we united the cannabis shop and wine bar through a common goal: moments of relaxation and enjoyment, captured by the tagline Pleasures for the People. By supporting the discovery of pleasures, Fig + Thistle invites Hayes Valley to enjoy more fully and to celebrate the connections that wine, food and flower bring. We explored the concept of dynamic duos with a type juxtaposition in the logomark, and by selecting the ampersand for the brand submark, which we also used as a graphic device. Then we paired other memorable couplings in color, type and layout, as well as messaging, throughout the suite. Animation plays with themes of coming together in joyful combinations, while print and packaging partner fun type treatments with elevated textures, forms and finishes.