GroCal Farms is a legal cannabis grower located in California. Having been an established farm they wanted a professional-looking logo that showed their experience to differentiate themselves from the upstart masses. They also wanted to display their connection to and love of California itself. Once they gave me the description of what they wanted philosophically, I immediately thought of vintage advertising and posters. I love the ornate frames and typography of the era. Especially because many of those products were farm to table at that time. So we took that inspiration and modernized it a bit. Due to the vertical, detailed nature of the graphic logo, I also thought it important to have a wordmark version for other uses as well.