CONCEPT:

In September 2018 South Africa’s Constitutional Court passed down a judgment that decriminalized cannabis, meaning that it is
now legal for adults to cultivate and smoke marijuana in their homes. Since then the medical marijuana industry in South Africa has absolutely skyrocketed. Unfortunately, the design aspect of the industry hasn’t developed at the same pace, the majority of South African cannabis-related companies are all visually represented in an unprofessional manner with bright red, green and yellow color palettes and weed leaf symbols bombarded all over of their designs elements. Linnet is a fictional company that aims to challenge this issue in the medical marijuana design industry by visually portraying itself in a professional, aesthetically pleasing manner while still staying true to the core qualities of the cannabis industry.

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LOGO:

The Linnet logo combines two main symbols, the iconic cannabis leaf and a stylized rendition of a Common Linnet, which is a bird known for eating hemp seeds.

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SYMBOLISM:

HEXAGONAL PATTERN:

The hexagonal pattern represents the chemical compound of CBD.

SMOKE PATTERN:

The wavy pattern is inspired by the smoke icon on ‘No Smoking’ signs.

CROSS PATTERN:

The cross pattern is an abstract interpretation of the iconic Medical Cross.

DROP PATTERN:

The drop pattern is a visual representation of CBD drops, one of Linnet’s proposed products.

SOIL PATTERN:

This stripey pattern is a representation of what soil looks like after hemp crops have been planted.

DASH PATTERN:

The dash pattern is a representation of the fold in rolling papers, an essential smoking component