Logo & wordmark
One parent. Every city locks in.
The wordmark is type-driven — lowercase doobie with a gold double-o, no illustrated mark. For a city, set the city name first as a tracked, lighter eyebrow so doobie stays the prominent word — the “TUCSON doobie” lockup. The same pattern scales to any future city.
Parent wordmark
City lockups
Icon / avatar
The square mark.
A 1:1 mark for anywhere the full wordmark won’t fit. A gold “d” on the forest ground — the avatar form of the wordmark’s gold double-o.
Square avatar mark. Use anywhere the wordmark won’t fit — social profiles, app icons, favicons, partner deck logo slots. Always on the forest ground; the gold “d” references the wordmark’s gold “oo.”
Color
Green & gold, grown up.
Typography
Three faces, one voice.
All three are open-source on Google Fonts. Use Fraunces for display, Hanken Grotesk for body, and Spline Sans Mono for labels.
Headlines and the wordmark. Set the line in Fraunces; flip the punchline word to italic gold.
Real events. Real people. Real high.
All running copy and UI text. Clean and warm.
Doobie is a members-only community for cannabis taste makers. Real events, real people, real perks — in your city.
All-caps eyebrows and meta. The insider voice.
Members-only · Cannabis taste makers
Voice & tone
How Doobie sounds.
Doobie sounds like a wine club for weed people who actually know their stuff — sophisticated and a little cheeky, never stoner. Warm and in-the-know, closer to a supper club than a dispensary. Confident, never try-hard; playful, never juvenile.
The signature device is the italic-gold punchline: set the line in Fraunces, then flip the payoff word to italic in gold. Use it once per headline — for the turn, never on every line.
Your weed friends are about to get jealous.
Imagery
People & ambiance, never product shots.
People, not product
Show the room — gatherings in golden light, hands and glassware, real conversation. Supper-club energy, never dispensary shelves.
A warm film grade
Tie everything together with a consistent warm grade: slightly lifted blacks and a green-and-gold cast across mismatched sources.
Cannabis is seasoning
A pre-roll in hand or smoke in golden light is welcome — but people and moments lead, never the product.
Contact
Using the Doobie brand?
For press, partnerships, or brand-use questions, reach Chrissy. Tell us what you’re making and we’ll help you get it right.
chrissy@joindoobie.com