Ratio was a lifestyle cannabis brand concept positioned around a product line that leveraged the "entourage effect," which advocates for higher efficacy benefits as a result of the synergy between THC, CBD, and terpenes in specific "ratios" from 1:1 to 8:1.
Appealing to a mixed male/female demographic ages 19-38, I built the Ratio mark in a friendly and contemporary script font with bold ligature to ensure broad appeal and distance read. The Greek letter "Phi" was incorporated into the wordmark as a symbol because of it's ancient representation for the mathematical Golden Ratio. This subtle reference to the golden ratio reinforces the brand idea and the golden colour of the distillate that would be used to make the various products. The whole mark was set at an ascending angle to suggest improvement and lightness.
