This was a brand identity project for High Standards, an Oakland based delivery service. High Standards markets to a middle and upperclass consumer with expendable income. They wanted a logo that would speak to the quality and high standards of their product. We preformed three explorations for this project. Exploration 1 and 2 offered a modern take on vintage typography. This style is popular with the millennial population as it harkens back to a time when products were hand-crafted and brands stood for quality.
The final logo is an illustration of a regal Phoenix, its tail resembles flames. When a Phoenix feels its end approaching, it builds a nest, sets it on fire, and is consumed by the flames. From the pile of ashes, a new Phoenix arises, young and powerful. This metaphor mirrors the Cannabis industry. With legalization we are in a new era for industry and Cannabis is experiencing a rebirth. The gold utilized on the Cannabis leaf and the emblem are cues for their consumer that this product is top-shelf.