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Theory Wellness


As a trailblazer, Theory Wellness brings together the traditional California knowledge of bud cultivation and a dialed scientific process to create a outstanding product defined by its highly focused craft and loud approach.

We are interested in this intersection where California craft meets science. We look to the aesthetic DNA that connects these two places and draw from its Modernist roots.

From simplistic modernist type layouts to the intermixing of angles from Theory’s icon, the graphic language accross all systems reminiscent of California modernism.

Modernist Roots is an evolution on Theory’s current aesthetic, has creative utility range, and merges some of the high-science education around cannabis in an engaging way.

Brand Identity

New York – Sydney