The goal of this project was to create a fleshed-out trademark from an arbitrary, morphological logo; by pairing two different objects, the challenge was in finding the formal and conceptual similarities that could lead to a strong brand identity.

The process began by combining a jellyfish with a gumball machine; these objects related formally in the shared central “bulbous” shapes, and conceptually in each objects’ playful and easy-going tone. The gumball machine’s body and circular candies became part of the jellyfish itself, which is still identifiable by its spindly legs and transparent body. The logo is paired with the typeface Henderson Sans by the Sudtipos type foundry, and was chosen for its playful nature in relation to the logo.

The creation of this jellyfish “character” led to and even more unique and unexpected brand identity. The created company, Jellyfellow, became an innovative business concept in which people (of age and legal) could consume gourmet marijuana edibles, and relax in a soothing jellyfish lounge and aquarium. The name is meant to evoke the mental associations of jellyfish as brainless, go-with-the-flow type creatures; basically, a perfect representation for how one feels after eating an edible. The logo effectively communicates this playful and mellow attitude, while leaving a sort of intrigue about the store and what exactly the brand entails.