Brand Identity Case Study
Farmer G
Work Hard.
Play Hard.
Logo · Identity · Packaging · Signage · Character Design · Merch
Brand Identity Case Study
Logo · Identity · Packaging · Signage · Character Design · Merch
The Brief
Richard Gunnels comes from a family with over a century of farming heritage. When he entered the cannabis market, he wanted a brand that honored that legacy — rugged, authentic, and unmistakably American — without looking like every other dispensary brand on the shelf.
The goal: build a complete brand world from scratch. Logo, character, packaging, signage, point-of-sale displays, and merchandise — all unified by a single visual voice.
01 — Logo & Identity
The primary logo draws from Victorian-era signage — ornate scroll work, bold lettering, the “Work Hard · Play Hard” tagline. Cannabis regulations prohibited a person’s likeness on labels and social media, so two versions were created: one with Richard’s illustrated portrait for print and signage, one without for packaging and digital. The FG monogram badge is the secondary mark.
↑ With FG badge — packaging & social media
↑ With character — print & large-format signage only
↑ FG monogram — secondary mark
↑ Richard Gunnels — client & brand subject
↑ Hand-drawn vector — used in primary logo
02 — Character Design
The Farmer G bobblehead started as multi-angle concept sketches establishing the character’s full three-dimensional form. Those sketches became the blueprint for a Collector’s Edition bobblehead — a signature brand artifact that brought the character off the label and into the real world.
03 — Packaging Design
Every surface reinforces the brand. The pre-roll tin uses an aged parchment texture — the black cartouche and gold ornamental details pop dramatically. The jar label wraps the full system around glass with food-safe pre-press specs. Custom BIC lighters in white and black put the brand in every customer’s pocket.
04 — Signage & Point-of-Sale
The brand scaled from laser-engraved wood counter signage to a full trade show table throw — the same Victorian warmth commanding every environment.
The brand scaled to a full 6-foot table throw — parchment texture, Farmer G logo with character, social handles printed large. Same visual system, now commanding a room.
A branded corncob pipe display rack — laser-engraved maple backboard, tiered shelving, FG badge at the base. Designed to show how the brand could extend into custom retail fixtures, but not ultimately built.
In Context
The laser-engraved wood display sign, pre-roll tins, and jar labels working together as a unified retail presence — sign, packaging, and monogram badge all reading as one cohesive system at the dispensary counter.
