Berkshire Roots is a cannabis grower and dispensary located in Pittsfield, Massachusetts. The cannabis industry is still new in the state and I was fortunate enough to get involved in the early stages of the business, starting with development of a logo that incorporated a representation of the iconic mountains of the region.The Berkshires are a premier tourist destination, enticing visitors with natural beauty and a vibrant New England cultural and arts scene. The first run of identity, collateral, and packaging reflected this with an understated elegance and simplicity, to give the brand an elevated appearance. To prepare for the recreational audience, and to continue honing the brand, I added a topographical map of Mt. Greylock, emblematic of the territory, as a major design element.