RISE Dispensaries, a cannabis retail chain owned by Green Thumb Industries Inc., has refreshed retail brand identity. 

Green Thumb partnered with Turner Duckworth, a global design firm with offices in the U.S. and the UK, and Brand Bureau, a creative agency, to refresh the RISE brand identity and its store designs.

“The cannabis industry is constantly evolving, and our brand should adapt alongside it,” said Jen Denis, vice president of creative services at Green Thumb. “As we approach the seventh anniversary of the launch of RISE, we are proud to unveil a new retail identity that is reflective of the commitment we have made to our community-based roots and socially-inspired mission to improve the cannabis industry for the better. With the newly designed stores, we want patients and customers to feel empowered and supported throughout their RISE experience.”

Turner Duckworth’s contributions to RISE’s revitalized brand identity were inspired by the upward momentum of the cannabis industry. The international design studio created a bird-centric brand mark that embodies the healing and transformative qualities of cannabis. The brand mark is accompanied by a vibrant color palette inspired by the cannabis plant and its products, as well as a raw, textured aesthetic. The plant inspired the RISE illustration style, which feels natural, bold, layered, textural and produced by hand.

“Good designs are creative, but great designs are inspired,” said Gavin Hurrell, creative director at Turner Duckworth. “We are proud to stand alongside a brand like RISE that works tirelessly to elevate the cannabis industry and the world around it. Their purpose-based work greatly inspired our vision for their reimagined brand identity, and we are excited to share it with the world.”

Brand Bureau served as the interior designer for the RISE prototype design. The design translates the visual identity from Turner Duckworth to the environment by creating signature moments within the customer journey, honoring each region through localized illustrations, and embracing flexibility in the application of design elements.

“Drawing from our hospitality-industry expertise, our goal was not just to simply translate the visual identity to the interiors but provide a new approach to the design and experience of cannabis retail by creating an approachable and memorable environment that guests would want to return to again and again,” said Hilary Miners, head of environment design at Brand Bureau. “The outcome was achieved by activating the brand in large impact and nuanced touchpoints through the thoughtfully considered guest journey.”