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, founder of Agri-Genesis, 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.
The Legacy, Out in the Open
Off the shelf and out on the land the brand was always meant to evoke — the same rugged, authentic character that started this whole project.
