STIXX
Logo Redesign for a Hockey Equipment Brand
Alexandria’s Joint is a cannabis retail brand developed to feel clear, welcoming, and rooted in its local community. The identity was designed to move away from the overly clinical or overly stereotyped visual language often seen in the category, instead building a system that feels direct, recognizable, and easy to navigate across both physical and digital touchpoints. A bold wordmark, a flame-tipped “J” symbol, and a set of simplified graphic elements were developed to create a consistent visual language that could scale from storefront signage to promotional materials, wayfinding, merchandise, and web. The result is a flexible retail identity that balances approachability with strong visibility, helping the brand feel both neighborhood-based and immediately ownable.