You'll float too...with a Cannabis Brand That’s Light, Playful, and Unapologetically Joyful

The Brief

Floaties approached us with a clear and exciting vision: Create a cannabis edibles brand that feels playful, indulgent, and completely original - a product that not only delivers a mellow high but also sparks joy through every interaction.

They wanted to break away from outdated cannabis aesthetics and instead build a vibrant, feel-good identity that resonates with modern consumers: emotionally aware, design-savvy, and always down for a little trip.

The Concept: “Float into Your Favorite Feeling”

The Floaties logotype is a fully custom, hand-crafted wordmark designed to reflect the brand’s bubbly personality and floaty essence. Every curve, contour, and counter space was intentionally drawn to create a sense of rhythm and movement - as if the letters themselves are gently bouncing in a zero-gravity space. The letterforms are rounded and welcoming, with a playful elasticity that mirrors the soft texture of a gummy and the lightness of the Floaties experience. The type feels expressive and alive - instantly signaling that this isn’t your average edibles brand.

At the core of the logotype is our signature asterisk-flower, nestled in place of the dot over the “i” or used as a versatile brand icon on its own. This symbol blends the structure of an asterisk (often used to note important details) with the carefree energy of a flower - turning it into a quirky, joyful stamp of identity. Its symmetrical shape and petal-like form make it visually balanced and infinitely adaptable. It appears as a gummy mold impression, a repeatable pattern element, a favicon, and even a standalone sticker on packaging and merch.

What makes the Floaties logo truly stand out is its scalability and emotion. It feels just as strong on a billboard as it does printed small on a gummy pouch corner. It isn’t just a name - it’s a feeling. The logotype communicates delight, trust, and creativity all at once, making it the perfect introduction to the floaty world the brand invites you into.

Brand Identity System

Logo

The Floaties logotype is a custom, hand-crafted mark with bouncy curves and organic rhythm. It’s expressive, friendly, and unmistakable. At the heart is our signature asterisk-flower - a playful, flexible icon that functions as a stand-alone brand asset across touchpoints: stickers, gummy molds, social, and packaging.

Illustration & Character Design

We developed a distinct 3D illustration style that brings the Floaties universe to life through soft, rounded characters that radiate warmth, curiosity, and carefree joy. Each character is designed with exaggerated, plush-like proportions - big hands, tiny legs, gentle eyes - making them feel friendly, huggable, and emotionally expressive. They float effortlessly through surreal, candy-coated landscapes, lounging midair on giant gummies, playfully interacting with blooming floral shapes, and drifting through pastel clouds. Every scene is a moment suspended in time - capturing that feeling right between a deep breath and a smile.

The textures are smooth and velvety, giving the illustrations a toy-like tactility that invites touch and emotional connection. Lighting is kept soft and ambient, with subtle glows and shadows that add a dreamy dimension without ever feeling heavy.

The color grading of the illustrations follows the brand palette - infused with sunset gradients, minty highlights, and calming lavenders - to create a visual rhythm that is both consistent and mood-enhancing.

What makes this style truly memorable is how it translates the emotional sensation of consuming a Floaties gummy into a visual story. It’s not just about aesthetics - it’s about building a world people want to step into. The illustrations make the brand instantly recognizable and endlessly versatile, ready to live on everything from packaging and merch to animated loops, web interactions, and in-store displays.

Color Palette

The Floaties color palette draws inspiration from a sunset gradient, moving from juicy orange to dreamy purple - a symbolic journey from light-hearted energy to mellow calm. Orange delivers warmth, appetite appeal, and a sense of joy, while purple introduces a touch of introspection, comfort, and surreal charm. Together, they reflect the emotional arc of the Floaties experience: an uplifting transition into relaxation. This gradient forms the heart of the visual identity, evoking that golden-hour glow - playful, inviting, and gently psychedelic.

To support this core spectrum, we introduced accent tones like mint green, soft yellow, and lavender. These hues help distinguish different gummy flavors and set distinct emotional cues. Mint green feels fresh and invigorating, making it ideal for crisp, citrus-forward variants. Soft yellow adds brightness and optimism, often paired with messaging like “guilt-free” or “no preservatives.” Lavender, with its gentle and calming undertone, reinforces moments of peace and serenity, especially in the Berry Bliss range. These supporting shades enrich the brand story and offer a dynamic system for mood-based storytelling.

While the Floaties palette offers high contrast for visual impact, it maintains a pastel-leaning softness that ensures everything feels modern, cozy, and approachable. This balance between pop and subtlety makes the identity versatile across digital, packaging, and physical environments - bold enough to stand out on shelves, but soft enough to feel relaxing and safe. It's a color system designed to spark joy and invite exploration, aligning perfectly with Floaties’ playful, floaty personality.

Final Thoughts

Floaties was a rare kind of project - the kind where imagination leads and everything else follows. It gave us the space to build a brand that doesn’t just speak to consumers, but actually invites them into a playful, feel-good world. From the whimsical characters to the soft-trippy color palette, every element was crafted to evoke a sense of joy, ease, and curiosity.

By blending strategy with playful storytelling and tactile visuals, we transformed Floaties into a brand that people can connect with, crave, and carry with them. It’s not just about standing out in the cannabis space - it’s about standing for something different: lightness, delight, and unapologetic fun.

We’re proud of how every piece - from logo to packaging to illustration - works together to support one clear idea: this is what it feels like to float. And if that’s what your brand needs too — let’s create something unforgettable.