Park Dad is a hemp product line crafted around being intentional and present in parenthood. Context The challenge was to create a cannabis brand that included what it is to be a parent that consumes, without crossing the line into being too child-friendly or focused. This brand was to appeal to parents who were looking for a alcohal alternative and were on the go. "Park" being anyplace where you show up with the people you love and still want to be present. Approach After doing research, I crafted the primaru logo by creating custom letterforms that would be unique to the brand. The letters were crafted to stay structured, but to include unique crossbars to feel more authentic and approachable. We then collaborated with an illustrator to bring together the elements that would eventually run across all digital, print and packaging. Credits Illustrator Justine Persigehl-Flak