Brand Identity / Logo Design / Cannabis

TTRRIIPPLLEE CCRROOWWNN Brand Identity

Client

Jason Werth / MLB

Year

2024, Ongoing

Scope

Brand Identity / Logo

Industry

Cannabis / Premium CPG

Two designers. Thirteen options. Nothing landed. The brand needed a foundation, not a revision.

The Brief

Brands built on a person need to carry that person's weight.

Triple Crown is Jason Werth's brand. Former Major League Baseball. A career built on precision, pressure, and performance. The identity had to carry all of that before it carried anything else.

Two designers. Thirteen options. Nothing landed. The brand arrived needing a foundation, not a revision. The ask was a graphic identity worthy of the name. From scratch.

Process

Direction Before Drawing

Thirteen failed options tell you the problem is not execution — it is direction. Before a single mark was drawn, the work was understanding what Triple Crown needed to stand for. Not what it needed to look like.

Building the Mark

No borrowed elements. No shortcuts. The logo was built from the ground up: a graphic identity carrying the heritage of baseball, the ambition of premium cannabis, and the weight of a name.

System and Launch

The identity launched with two initial SKUs. Enough to establish the visual language and prove the system before expansion into the full product lineup.

The Black Line

Currently in development: the Black Line. A premium top-tier strain in glass jars for 3.5g and 7g. The identity built for one had to be built to carry many.

Launched successfully where thirteen previous attempts had not. Triple Crown now carries the weight it was always meant to carry. The Black Line is next.

Slot 07

Brand in use — product lineup

16:9

Previous options that did not land before this one did

SKUs launched at brand debut

Identity system built to scale into premium Black Line expansion

Color Palette

Royale Blue#0E4174

Crown Gold#BCA048

White#FFFFFF

Typography

Aa Bb Cc