Floaties Cannabis Edibles Brand Identity Design

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They wanted to break away from outdated cannabis aesthetics and instead build a vibrant, feel-good identity that resonates with modern consumers: emotionally aware, design-savvy, and always down for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