High Tide’s energetic identity for Miss Grass is filled with function, class and cannabis

Designed with the modern cannabis user in mind, Miss Grass is a women’s lifestyle brand with a specific goal. That is, to normalise the consumption of weed. Achieved through an educational editorial platform that inspires its audience through cannabis facts on science, history, culture and the best products to use, its ethos is at once heightened by a fresh brand identity designed by High Tide. Co-founded by Danny Miller, High Tide’s first steps were to ensure that the identity displayed a modern, classic typeface to reinstate Miss Grass’ informative stance on editorial. This led to the chosen typeface of Domaine by Klim Type Foundry, which sits alongside the supporting typeface of Suisse Int’l by Swiss Typefaces – a “highly functional, contemporary and legible” typeface, says Miller, that complements Domaine with great finesse. A mix of serif and sans typographic moments, Suisse Int’l effortlessly adds a simplistic tone to the more “information-heavy moments within the brand,” he continues, like that of the body copy and fine print found on the site. This means that High Tide’s expertise in cannabis content is not only easier to absorb, it evokes a sense of joy as you meander through its artfully curated selection of words, illustration, photography and colour.