PLUSH CO.
CLIENT: PLUSH CO
YEAR: 2023
SERVICES: BRAND DESIGN
APPROACH
Plush Co. is an emerging cannabis outfit out of Muskegon, MI. They came to us for a full rebrand a name with promise, but no system to hold it. but the real challenge was building a system that felt both approachable and premium. We designed an identity that’s tactile, playful, and self-assured — not overdesigned, just right. Something that feels good in your hands, looks great on a shelf, and hits with clarity across everything it touches.
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DARREN MCPHERSON: CONCEPT, CREATIVE DIRECTION, DESIGN
DANNY PETERSON: CONCEPT, CREATIVE DIRECTION, DESIGN, ANIMATION
ARTYOM LANTSEV: ANIMATION DIRECTOR
TERREN KRIETZMAN: ANIMATION
BRIAN KINKLEY: ANIMATION
KEVIN GINTY: ACCOUNT DIRECTORCAMP 4 COLLECTIVE
TIM KEMPLE: CONCEPT, DIRECTOR
HEIDI GRIESS: CONCEPT, CREATIVE DIRECTION, DESIGN, ANIMATION
EDITOR 1: CONCEPT, DESIGN DIRECTION, DESIGN
EDITOR 2: ACCOUNT DIRECTOR
EDITOR 3: ACCOUNT DIRECTOR
DRAWN BY HAND - REFINED BY FEEL
The letterforms in Plush Co. were drawn by hand, then vectorized manually to preserve their textured, imperfect edges. The result feels intentional and human — premium without being polished to death. There’s weight and structure, but also a softness in the curves and spacing that makes the brand feel tactile and lived-in. It’s a logo you can press into packaging or stitch onto a hoodie — confident, approachable, and built to hold up anywhere it lands.
BASE PACKAGING
BUD MENU
PACKAGING
EXPLORATION
VISUAL NORTH STAR
A shape that means everything and nothing at once, the cloud became our symbol for comfort. Light, soft, and familiar — it carries a kind of emotional weight without saying a word. People project meaning onto clouds. That ambiguity made it powerful. We turned it into our visual moniker: flexible, repeatable, and instantly recognizable. It shows up across the system — solo, patterned, recolored, resized — always reinforcing the brand without ever feeling fixed.
PROJECT CONCEPTING + EXPLORATION
We explored far and wide — testing marks, moods, and directions to figure out what Plush could really feel like. From soft and playful to bold and minimal, the process was all about pushing, pulling, and refining until it clicked.
